Mise en place d'une stratégie digitale de l'activité de Biolog Consulting visant à positionner l'entreprise comme leader sur son marché et à engendrer un effet de levier sur le développement de son activité

Abstract

This thesis relates to a project carried out in the company Biolog Consulting, which is a consultancy firm specializing in supply chain management for the health and life sciences sectors. The project aims to increase the visibility of this company in order to position it as a leader in its market in the long term, and to create a leverage effect on the development of its activity.

We carried out a complete analysis of the situation and undertook a study of buyer personas in order to develop a digital marketing strategy adapted to the needs of our previously defined target audience. Following this, we defined objectives and sub-objectives. The first objective is to increase the pure visibility of Biolog Consulting. The second objective is to increase the assisted visibility of BSMA Europe, the non-profit association which Biolog Consulting is a co-founder of, and which allows the company to be recognized and gain credibility, particularly through events organized each year. The third objective is to increase the assisted visibility of Biolog Place, the marketplace created by Franck Toussaint, CEO of Biolog Consulting. Finally, the fourth objective is to attract new talent in order to be able to absorb the demands' volume that will result from the actions undertaken. These actions mainly include SEO and online content creation. To promote the BSMA event, we also sent newsletters and personalized emails, and created videos that we shared on social networks.

At the end of the project, we measured the impact of our marketing efforts using Key Performance Indicators (KPIs). Some of the objectives were achieved, but not all of them. We have interpreted these results and came up with recommendations for the future. Finally, we discussed the ethical dimensions of this work.