Director, Payer Marketing – Market Access & Customer Solution
Changing Standard Operating Procedure
What do you do when you have inherited a highly successful project that has been executed in the same way for the past 12 years? Change everything up, of course!
Matt Spiewakowski is taking on the well-known EMD Serono Specialty Digest this year as the Director of Payer Marketing in the Market Access & Customer Solutions group. In addition to his role overseeing payer marketing for in-market products, Matt has also been tasked with making the 13th annual Specialty Digest one to remember.
It’s not an easy task, considering that 2016 was already considered to be one of the most successful years for the Digest, with triple-digit YoY growth in downloads from 2015. But Matt wanted to take the Digest to the next level, by incorporating personal and non-personal promotion tactics, as well as a multichannel approach.
Matt knew that the Specialty Digest has historically been a “one time download” by customers. This limited the ability of EMD Serono to create ongoing relationships with customers—and didn’t create natural touchpoints and opportunities for interaction throughout the year. Matt therefore set his goal of amortizing its value over an extended period of time.
Each quarter, the site will launch a new digital white paper providing more detail on a trend recognized in the Digest. An accompanying KOL video will provide expert commentary and bespoke insights. EMD Serono account managers can further leverage the new information with print materials for their customers that provide relevant and timely information on market trends. This helps to demonstrate the “above brand” value that EMD Serono provides to its customers.
Thanks to Matt’s work, EMD is on track to make a big splash at this year’s Asembia Specialty Pharmacy Summit with the unveiling of the 13th Specialty Digest. Matt brought the rigors of traditional marketing and a fresh approach to meeting both customer and corporate needs to the signature EMD Serono program. He’s transformed the Digest from a print piece with some digital promotion to a modern content stream. In the process, he has shown himself to be a truly transformational leader.