HOW LONZA GROUP USES DIGIZUITE TO STREAMLINE GLOBAL CONTENT DISTRIBUTION
Summary
Headquartered in Basel, Switzerland, Lonza Group is an international provider of integrated healthcare solutions. With facilities in multiple countries and continents, Lonza works with organizations across the pharma, biotech and nutrition markets to develop products and solutions for people around the world.
As a result of implementing Digizuite’s digital asset management (DAM) platform in 2020, Lonza digital marketing and sales teams have saved time and achieved incredible efficiency.
Using Digizuite, Lonza has streamlined and optimized its processes for managing more than 35 websites and other digital channels.
Also, with their DAM, sales and marketing teams can regularly and easily collaborate and communicate both internally and with external sales and marketing partners.
Who is Lonza?
A global provider of integrated healthcare solutions that partners with customers to deliver a full spectrum of new, innovative medicines.
Enterprise Breakdown:
More than 16,000 employees and major offices throughout Europe, North America, and Asia.
Revenue:
$4.5 Billion US dollars
Challenge:
With a growing portfolio of customers and partners, Lonza’s IT team needed an efficient, simplified mechanism for managing more than 35 websites.
Solution:
Implemented the Digizuite DAM in 2020, initially as a centralized archive for all assets.
Results:
Simplified, streamlined processes for both data storage and content distribution for 35+ websites.
Immediate and continued efficiency gains for both direct sales and distribution channels.
Easy collaboration within departments, across different teams, and with external parties like marketing agencies and distribution sales networks.
Processes to ensure that all published content is accurate and meets compliance requirements.
The Challenge
Lonza Group is a multifaceted enterprise that offers product development, innovation, and manufacturing solutions. Officially, the company provides through four business areas – Small Molecules, Biologics, Cell & Gene, and Capsules & Health Ingredients.
A truly multi-dimensional enterprise, Lonza manages more than 35 websites to promote all of its services. To add to the complexity of digital business processes, Lonza’s sales and marketing teams are scattered across more than 30 countries.
By 2020 – in the middle of a global health crisis, mind you – Lonza’s digital teams reached a breaking point: they needed a sophisticated technology strategy to optimize their digital content strategy and to align and unite its very distributed workforce.
“Lonza had never had a central repository for all of its digital marketing/communication assets,” Zachary Harding, Lonza’s Global Head of Digital, explained. “My team manages 35 to 45 websites, and there were multiple [Microsoft] SharePoints that people had various levels of access to, as well as shared network drives and Dropboxes. This had the capacity to cause complications. For instance, marketing teams could experience challenges in accessing data and maintaining consistency when working with external agencies.”
They were in desperate need of an agent that would give them all the tools required to get their high volumes of content to market quickly – while also maintaining consistency and accuracy on their many digital channels. Also, with the world’s growing demand for healthcare products and solutions, Lonza needed to get all their sales and marketing teams on the same page so that they would be conveying consistent branding and messaging.
Enter the Digizuite DAM.
The Solution
Beyond having that centralized source of all digital assets for all websites, Lonza specifically needed a platform that integrated flawlessly with its Sitecore content management system (CMS). It also had to be a tool that could replace its Sitecore media library.
“This replacement was a primary goal because we faced challenges with management and physical storage in our existing media library,” Harding explained. “Occasionally, we would have to ask for additional storage, so reducing the need for localized storage would result in immediate efficiency. We understood that a full replacement would allow us to break even on our investment and optimize operational efficiency.”
As the story goes, the Digizuite DAM met all of Lonza’s criteria.
The Results
For Digital Marketing
First of all, Harding’s team now has one, easy-to-access source for all website assets. The Digizuite DAM is more than a storage location, though: its automation and workflow functionalities allow Lonza teams to ensure that they always publish the most accurate, up-to-date, compliant information on all their websites. And, as you can imagine, compliance is extremely important within such a highly regulated industry.
Lonza marketers use Digizuite to manage the entire content lifecycle – from creation to distribution. The DAM gives these marketers a way to collaborate over content, and also provides clarity over which assets are the correct ones to use for content creation.
Collections features and permission controls ensure that each marketer only has access to the assets they need, thus simplifying processes for creating and distributing sales and marketing collateral. Removing room for error and laying the groundwork for faster content distribution, the Digizuite DAM has enabled marketers to work more independently and take greater initiative as they accomplish more projects in less time.
Digizuite has also simplified the way Lonza marketers manage external creative and branding agencies.
“For instance, our Brand and Design group works with agencies on banner ads for partner websites and other digital locations,” Harding said. “We have a very specific aesthetic, so for anything that must be accessed and used externally, we have created collections that we can easily share with vendors, who are then able to choose the most relevant digital assets.”
For Sales
Lonza’s sales functions – both direct sales teams and distribution partners – also benefit from having one clear-cut platform to get information and material whenever they need it. In turn, Lonza sales cycles go more smoothly and sellers have what they need to close more deals, more quickly.
“Our DAM allows sales reps to grab permalinks from most PDF assets,” Harding said. “It’s set up so they can go into the tool and easily grab relevant pieces of collateral for customers – before or after a sales meeting, or in response to follow-up questions.”
To reduce the risk of sellers using the wrong content to promote products, Digizuite’s access rights for direct sales teams can be different from those of external distribution partners.
Lonza sales cycles
go more smoothly and sellers have what they need to close more deals, more quickly.
“We have a very specific aesthetic, so for anything that must be accessed and used externally, we have created collections that we can easily share with vendors, who are then able to choose the most relevant digital assets.”
Zachary Harding
Head of Digital
Lonza
The key takeaway
With Digizuite, Lonza improved operational efficiency and rejuvenated, marketing and sales processes.