This paper outlines how consumer health firms can move from transactional marketing to personalised customer engagement. Success requires a clear vision and strategy, deep customer insights, personalised content, integrated channels, enabling technology and strong change management. Integration, scalability and pragmatic technology are success factors, while unbalanced tech investments, lack of local tailoring and unclear goals lead to failure. Engagement metrics like time spent and clicks predict future behaviour, and case studies such as Zambon show that digital transformation improves reach, frequency, reaction speed and customer experience.

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