Tatyana Sokolova

My name is Tatyana Sokolova, Eurasia Strategic Digital Marketing Lead in STADA.

I’m delighted to present my nomination for Armenia digital awards.

Since October 2008, I have been working in the digital (Yandex, Traffic Isobar, etc.).
Last 10 years I’m responsible for digital transformation in pharmaceutical industry for Sanofi and STADA in different countries (Russia, Kazakhstan, Armenia, Georgia, etc.)

My focus is on few areas:

1. Media strategy and optimization (all digital media channels);
2. Assets and content strategy (websites development, games, mobile apps, AI);
3. Omnichannel strategy for HCPs (transformation of traditional way of working with doctors and pharmacists);
4. eCommerce (in the beginning of online sales for pharma).

The hardest case was about omnichannel transformation of business – pharmaceutical industry is the most traditional one, and sales force usually want to do face-to-face visits.

But after new law about non-branded promotion our prescription went down, so I’ve created a campaign and approach for online branded visits. As the result, prescription grew up on 220%. And this was influencing on sales also.

One more case is about media – I’ve changed media planning approach with focus on SOV from approach with focus on channel only.
We got fantastic ROI due to holistic media campaign