Pharmacy network Galenica feels with Zeam GenZ pulse

Pascale Wahl, Jo Dietrich, Mo Tongmool, Belinda Weibel and Stephan Mignot provide exciting insights into the pioneering partnership between the growing pharmacy network and the emerging GenZ agency Zeam. Together, they apply innovative concepts to bridge the gap between business and technology and understand the expectations of Generation Z. From agile working methods to the crucial role of communication, the article highlights how this collaboration is set to lay the foundation for a promising future.

The importance of listening to young people and engaging in dialogue with them is at the root of all efforts. Instead, all too often they are still only talked about. In order to take a look into the future, it helps to look at the behaviors and developments of young people. They serve as signposts for their own further development. This message was the focus of the opening presentation by Zeam Co-Founder Jo Dietrich.

Pascale Wahl, Head of Business Architecture & B2C Value Stream Manager explains that two years ago Galenica decided to change its workflows and fundamentally transform the way it works. This was realized by introducing Scrum (SAFe), an agile framework for product development. Agile product teams, consisting of 160 employees from different business units and technology experts, who gather for two days every ten weeks, develop digital products in an agile manner. Communication within these teams and between departments is crucial, says Wahl. This is because transparency reduces frustration that used to arise due to a lack of insight into the activities of other teams.

Zeam is accompanying the Scrum teams for the first time and is thus involved in the development of new topics that are important for the future direction of Galenica. In the process, information is collected attentively, questions are asked and insights are gained. In conjunction with the results of representative studies that are regularly carried out with the market research company LINK, as well as cooperation with other companies, ZEAM is intended to provide concrete impetus for action by the management.

Generation Z was targeted according to the choice for talent acquisition and employer branding as well as for shaping the future customer base. Zeam was chosen as a partner because of their approach, flexibility and spontaneity, which fit well with Galenica's needs.

Although Zeam is known as an agency that works especially for Generation Z and runs successful campaigns, especially on platforms like TikTok, Snapchat and Instagram, their work goes beyond tactical marketing. Since its inception, HR issues and strategic considerations have been as important as marketing issues. Often, Zeam acts as a critical sparring partner when companies develop products or initiatives aimed at a young target audience. This ensures that feedback is obtained before significant resources are invested and the needs of the target group may not be adequately addressed.

Zeam's approach is based on extensive data analysis, especially in collaboration with its main partner Link. At the same time, however, the agency also acts like traditional consultancies that can identify benchmarks and best practices based on their industry experience. With four years of experience dedicated exclusively to the young target group, it can thus offer sound insights.

In discussing the particular challenges, Mo Tongmool, Zeam's director of product development and business development, emphasizes the simultaneous nature of multiple aspects in this project. It combines consulting and creativity, which adds complexity to the undertaking. Balancing information gathering, strategy formulation, and content alignment is a challenge.

Tongmool, who also contributes his Gen Z expertise to the C-level marketing community for GfM, explains in conversation the scalability of Zeam's combined consulting and creative model for other clients and industries. The model is highly adaptable and draws on research-based studies of Generation Z that are relevant across industries. The Love Job model, for example, developed by Zeam, enables companies to adapt their structures to meet the needs of Generation Z. Although customizable, industry-specific elements require close collaboration and continuous feedback. Results are presented in workshops, underscoring the importance of collaboration throughout the results process.

Tongmool concludes by saying companies that don't have a digital presence essentially don't exist in the Gen Z world, which is critical for branding and awareness. He therefore encourages companies to gain a foothold in digital spaces as an important first step for a successful engagement strategy.

Werbewoche.ch also had the opportunity to speak with Belinda Weibel, the senior expert for employer branding at Galenica. She provided insights into how HR's interests are being incorporated into the current process and how Galenica is being positioned as an employer brand for employees and apprentices.

Describing what distinguishes Galenica as an employer brand for employees and apprentices, Weibel mentioned individual workspaces, the opportunity for development and the chance to bring about change. Openness to different ways of working and flexibility were also core values. Galenica not only offers jobs, but also a creative playground.

In terms of communicating these values, projects such as the collaboration with Zeam serve to convey this message both internally and externally. Galenica's extensive network is often little known to many, he says. It is therefore important to get the message across that at Galenica there is the opportunity to make things happen, to develop and to take advantage of a wide range of development opportunities. This message is carried outward to appeal to talents of all ages and target groups, Weibel concludes.

Stefan Mignot is Head of B2C Cutomer Marketing at Galenica. With regard to the transformation process, he emphasized that this process is not only a technological evolution, but above all aims to adapt to changing customer requirements. As digitalization is strongly shaping the environment, it is necessary to find a response that meets these new needs, he said.

His goal is to ensure that customer experiences and marketing tools reflect the needs and language of customers. He sees the current marketing mix at Galenica as still heavily influenced by classic measures and accordingly sees great potential for a transformation toward more digital approaches to better reach current and future customers.

Mignot also spoke about the importance of Generation Z in the marketing context. Although they are not the main target group, they serve as a point of reference for future marketing tools to meet modern consumers.