LG

■ Customer-oriented marketing strategy presentation held with students in pharmacy school to celebrate the 10-year anniversary of Zemiglo
 □ Grand prize goes to the team that suggested plans to strengthen fun customer experiences such as sharing contact-free prescription experiences through metaverse conferences, spreading brand experiences utilizing low-sugar meal cooking class, etc.
 
 
LG Chem teamed up with college students major in pharmacy to provide new customer values in the diabetes market.
 
On the 17th, LG Chem announced that it held customer-oriented marketing strategy presentations and an awards ceremony with the Pharmaceutical marketing Professional Leaders (PPL) to foster the diabetes medicine Zemiglo into the top position in the business.
 
This project was made possible because LG Chem found that it could engage in new marketing strategies outside of the box from the perspective of customers using the vantage point of pharmacy majors, while members of PPL preparing to graduate soon can take the lead in pharmaceutical product marketing planning and get hands-on experience with the support of LG Chem marketers.    
 
In this project, which was held for one month from the 19th of last month, LG Chem shared its pharmaceutical product branding and marketing planning knowhow with the college students by holding interim presentations. Based on this, college students proposed ▲analysis of diabetes market customers and ▲marketing strategies of Zemiglo for next 10 years sustainable growth.
 
The final presentations were held as competitive presentations among three teams, and LG Chem judges awarded the winning team for the grand prize through comprehensive reviews including connectivity with customers and real-world applicability. LG Chem will award prize money to all participating teams.
 
The grand prize went to the ‘Zemiglo, Afterglo, Everglo’ team. This team captured the attention of the judges by proposing the appeal points unique to Zemiglo based on thorough customer analysis that they conducted in-person with surveys targeting medical professionals, while also planning promotional events to strengthen customer experiences that added elements to provide fun as well. 
 
They analyzed that medical professionals gave utmost consideration on abundant clinical data and dosing convenience when prescribing diabetes medicine formula complex that combine two or more ingredients. The team also emphasized that the selling point should focus on the fact that it is the only complex having both of the advantages of kidney protection (albuminuria improvement) effect and that it only needs to be taken once a day.
 
The winner also suggested customer-experience strengthening promotions by categorizing customers into medical professionals and patients. They presented an idea of creating a contact-free conference space where medical professionals can conveniently share their experience with Zemiglo with other colleagues on a metaverse platform, while unfolding a campaign for spreading the Zemiglo brand experience with low-sugar meal recipes by offering one-day cooking classes for patients.
 
The two remaining teams also chose diabetes complications as the keyword shared between doctors and patients, while agreeing to the fact that it is necessary to utilize the unique appeal of Zemiglo as a diabetes drug optimized for managing comorbidities.
 
Marketing manager of LG Chem Zemiglo stated, “We will do our best to become a true business partner to continuously provide practical and effective value to customers,” while adding, “We will procure an unrivaled top position in the diabetes market through customer-oriented marketing strategies.”