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08 March 2022
What GSK Consumer Healthcare learned during its digital transformation
Managing the marketing functionDigital media planning & buyingUnited Kingdom
Over three years, pharmaceutical company GSK Consumer Healthcare has doubled the proportion of its media budget it spends on digital – but that’s only a window into what its digital transformation has entailed
Why it matters
Digital transformation is about so much more than just what technology promises to do. Whoever is driving transformation needs to consider everything from people to processes to, crucially, performance and measurement.