Optimizing Digital Marketing Performance in Pharma and Biopharma: case Alfa Laval
Järvinen, Emmi Inkeri (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025121134854
https://urn.fi/URN:NBN:fi:amk-2025121134854
Tiivistelmä
The subject of this thesis is to leverage customer-centric content to improve Alfa Lava´s AI Search discoverability and digital marketing outcomes in B2B pharma and biopharma sectors. The thesis was commissioned by Alfa Laval. The main purpose of the thesis is to identify more customer centric content and how to boost the AI Search visibility for Alfa Laval. The aim is to create suggestions for Alfa Laval´s digital content for pharma/ biopharma industries that will eventually result in increased sales. The results are in form of FAQ (frequently asked question) page, list of upcoming trends that can be used as content topics and suggestions for more customer centric content.
The theoretical framework consists of three main sections: what is effective digital marketing overall and what does it mean in these industries, what is customer centric content and how the AI Search works and visibility can be increased.
Two data collection methods were used in this project. Benchmarking was used to determine the current position of Alfa Laval in comparison to three competitors when considering digital marketing. The second data collection method was an interview of Alfa Laval´s members and distributor. Interviews examined the FAQ from customers and anticipated upcoming trends specifically in the pharma and biopharma industries.
As a final suggestion FAQ list, specific for pharma/biopharma industries, that was created based on interviews, list of customer centric content in the form of upcoming trends and other relevant suggestions in creating customer centric content and boosting AI Search visibility. Further studies could focus on AI technology development and implementation.
The theoretical framework consists of three main sections: what is effective digital marketing overall and what does it mean in these industries, what is customer centric content and how the AI Search works and visibility can be increased.
Two data collection methods were used in this project. Benchmarking was used to determine the current position of Alfa Laval in comparison to three competitors when considering digital marketing. The second data collection method was an interview of Alfa Laval´s members and distributor. Interviews examined the FAQ from customers and anticipated upcoming trends specifically in the pharma and biopharma industries.
As a final suggestion FAQ list, specific for pharma/biopharma industries, that was created based on interviews, list of customer centric content in the form of upcoming trends and other relevant suggestions in creating customer centric content and boosting AI Search visibility. Further studies could focus on AI technology development and implementation.