Construire et deployer une stratégie globale pour vos programmes patients

Dans un contexte bouleversé par les changements de comportement des patients et l’accélération des innovations et des pratiques au niveau mondial, les entreprises du secteur de la santé doivent développer des programmes patients prêts aux évolutions réglementaires à tout moment et par-delà les frontières.

A travers ce livre blanc, Webhelp Medica vous dévoile ses best practices fondées sur plus de 20 ans d’expertise.

Entre retours d’expérience, témoignages et décryptage de la réglementation, découvrez les clefs d’une stratégie gagnante.

Lire le livre blanc ici

Réseaux sociaux - Les marques peuvent profiter d'un nouveau contexte d'influence

L’influence – et les influenceurs – ont bien changé sur les réseaux sociaux B2C et B2B ! Le point de vue et les conseils d’Hervé Rigault, Directeur Général France de Netino by Webhelp.

OneShot 5 Trois Avis - Hervé Rigault

Est-ce qu’il y a une nouvelle génération, ou une nouvelle typologie, de leaders sociaux ?

L’étude Drawing, présentée au forum de Davos en 2018, révélait qu’au Royaume-Uni devenir influenceur occupait la troisième position au classement des métiers de rêve des 7-11 ans, devant policier et chanteur. Pourtant cet emploi reste largement incompris au sein de nos sociétés.

La notion de Key Opinion Leader revient à la mode. Historiquement, ce rôle était tenu par des journalistes, des conférenciers, des analystes, dans tous les secteurs d’activité. Mais il est vrai que – en quelques années seulement – le B2C a fait émerger des talents, c’est-à-dire de véritables influenceurs : ils se sont d’abord exprimés en tant que bloggers, puis comme curateurs et enfin comme figures émergentes sur les réseaux sociaux.

Les influenceurs sont devenus les porte-parole, ou la caisse de résonance, des idées, des humeurs et des memes populaires – et cela grâce à une légitimité née de millions de clics.

Aujourd’hui, ils se sont taillé des audiences considérables sur des plateformes comme Facebook, Tweeter, Instagram et Tik Tok. Cette vague touche maintenant le B2B, notamment via LinkedIn : cette plateforme est progressivement passée de « réseau de contacts professionnel » à « média social à part entière », grâce à une valorisation intelligente des contenus produits par ses membres.

LinkedIn est ainsi devenu un média social très influent dans le B2B. Quand on analyse son succès, on voit qu’il ne suffit plus d’être expert pour devenir influenceur : il faut une vision, un certain talent d’expression, le goût du partage, un réseau dynamique, une forte crédibilité, un sens de l’auto-critique, etc.

 

En quoi les mécanismes de l’influence ont-ils changé ?

Le contexte général est celui d’une crise de confiance dans une parole émanant d’une autorité – ou qui semble y être subordonnée. D’autre facteurs de défiance viennent s’ajouter : fake news, dark patterns, green washing… la liste ne cessant de s’allonger !

Quant aux journalistes, ils n’ont plus suffisamment de temps pour faire de l’investigation. Enfin beaucoup d’experts ne prêchent que pour leur chapelle – leur réseau ou leur marque – et manquent de neutralité…

Ce contexte piégeux est propice à l’émergence de profils authentiques et originaux. Généralement, ces influencers se sont spécialisés par passion ou du fait de leur ultra-spécialisation. C’est ainsi qu’ils ont réussi à devenir influents, parfois sans le vouloir.

Ce qui est devenu clé, c’est la production de contenu légitime et crédible : la qualité centrale est donc l’authenticité.

 

Quel est le poids du marketing d’influence et quel est son impact en France?

Quelques chiffres permettent de mesurer le poids et l’impact du marketing d’influence :

  • il devrait représenter 22,3 milliards de dollars en 2024 contre à peu près 10 milliards aujourd’hui
  • les marques y consacrent en moyenne 10% de leur budget marketing, certaines comme Estée Lauder allant même jusqu’à 75%
  • entre 2018 et 2019, un tiers des marques sondées par Reech prévoyaient une augmentation de ce budget
  • un lien fort s’établit entre un influenceur et sa communauté, qui crée plus d’engagement qu’à travers tout autre support
  • en France, le taux d’engagement relatif au marketing d’influence est de 19% supérieur à la moyenne mondiale
  • les influenceurs sont le meilleur moyen d’entrer en relation avec une cible privilégiée des marques : les 13-19 ans.

 

Comment travailler avec un influenceur ?

La manière de travailler avec les marques a évolué… En 2018, Enjoy Phoenix s’est exprimée contre les marques qui lui envoyaient du maquillage pour être mentionnées. Mais ces produits étaient finalement gâchés et cette vision du partenariat ne convenait plus à la vidéaste.

Traiter avec un influenceur c’est désormais accepter de le voir jouer un rôle majeur dans sa campagne de communication : l’époque où ils se contentaient « d’ouvrir des cartons » est désormais révolue. Ils ne sont plus simplement le média qui véhiculera un message publicitaire mais des membres à part entière de votre équipe marketing.

Avant de profiter d’un contexte, les marques doivent commencer par le qualifier soigneusement. Cette analyse consiste notamment à repérer les thèmes de discussion, les sujets d’engagement, les polémiques et leurs enjeux, etc. Ce travail d’écoute, de social listening, est un préalable indispensable. Sur la base de cette cartographie, des messages et des idées de prises de parole pertinentes peuvent émerger.

Dans un 2ème temps, des influenceurs, micro-influenceurs et même nano-influenceurs pourront être identifiés, avec des critères très qualitatifs. Le nombre de followers, par exemple, n’étant pas forcément un bon indicateur – l’engagement est souvent plus important, pour un produit et une cible donnés, ce qui privilégierait plutôt les nano-influenceurs.

La 3ème étape consiste à créer un dialogue constructif avec l’influenceur : il connaît son audience mieux que la marque et sait quel discours peut – ou pas – être tenu. En veillant, bien sûr, à ce que la ligne éditoriale et l’ADN de marque soient parfaitement respectés.

Enfin la 4ème phase – hautement critique – est la modération : elle consiste à gérer les interactions que ces influenceurs auront créées ! Tout un programme donc, qui doit mobiliser et mettre en synergie de nombreuses compétences !


Réclamations Clients et Médiation

Les équipes Webhelp Payment Services s’efforcent de vous garantir la meilleure qualité de service, les conseils les plus avisés et une attention constante. Cependant, malgré toute notre vigilance, il arrive que vous soyez insatisfaits ou que vous éprouviez des difficultés.

Si tel est le cas, vous pouvez déposer une réclamation en vertu de l’article L133-45 du code monétaire et financier français, en vous conformant à une procédure particulière.

Téléchargez cette procédure ici

Agréments

Webhelp Payment Services est habilité à effectuer un large éventail de services pour le compte de ses clients, dont le recouvrement de créances à l’international. Nous sommes un Etablissement de Paiement agréé par l’Autorité de contrôle prudentiel et de résolution (ACPR)* et  sommes habilités à intervenir au sein de l’Espace Economique Européen.

Webhelp Payment Services est également enregistré auprès de l’ORIAS*, en tant qu’intermédiaire en assurance.

N° Code Interbancaire (CIB) : 16518E – N° d’immatriculation d’intermédiaire en assurance ORIAS : 12 064 847


Webhelp Recruitment Privacy Policy

Webhelp Recruitment Privacy Policy

At Webhelp, we believe that protecting Personal data is not only a matter of security or compliance with a particular legal framework but is a matter of individual and organisational commitment. Disclosing and sharing Webhelp standards within the recruitment process through this Recruitment Privacy Policy (hereinafter, the “Privacy Policy”) is of the utmost importance regarding the Data Subjects’ legitimate expectations about how their Personal Data is processed.

This Webhelp Recruitment Privacy Policy is part of the Webhelp’s Privacy Policy. In case of contradiction, the Webhelp’s Privacy Policy’s measures shall prevail.

1. General principle
Any Personal Data shared with Webhelp when applying for a position will only be collected for our recruitment process and will only be used for this purpose. We may need to share your Personal Data, such as your Identification data, life related data or any other information you will provide us. Such Personal Data may be shared with our clients and/or with other entities of the Webhelp group. In such case, any transfer will be made under strict binding corporate agreements, including EU standards clause or Binding Corporate Rules. Such documents are available on request. For some particular positions, we may need to carry out automated decision-making.

You have the right to access to your data, to lodge a complaint with a supervisory authority or to request rectification, erasure of personal data, restriction of processing concerning you, to object to processing as well as the right to data portability. In any case, you can contact our Data Protection Officer.

2. Personal data we may acquire from you
We may collect and process the following Personal Data:

Information you give us by completing forms or surveys on our Website webhelp.com. We may also collect information when you let us know about an issue on our Website. Quotes under these forms are here to remind you about your rights on your Personal Data, as stated hereinafter.
If you contact us, we may keep a report of this correspondence and we may record our communications for quality and training’s purposes.
Details about your visits on our website -including your browsing Data, your path, your browsing language, your localisation Data or other communication’s information- and the resources you have access to.

3. How long will we store your personal data?
We will retain all data related to your application for two years unless (1) it becomes clear that an offer of employment will not be made, or unless (2) you instruct us differently.

We will store connection Data we collect from your visit (cookies) to our website for 13 months, except for Data that have been anonymised in accordance with applicable legislation.

4. Why do we collect your personal data?
Any Personal Data shared with Webhelp when applying for a position will only be collected for our recruitment process and will only be used for this purpose.

When using our Website, the collection of your Data helps to make our website as efficient as possible and allows you to access the interactive functions of the website. Such as to :

Estimate our audience’s size and the way they use our Website.
Store information about your preferences and therefore personalise our Website depending on your personal interests.
Improve your searches.
Recognise you when you return to our Website.
Maximise professional information and share with you information about our latest opportunities corresponding to your profile, as long as you gave your consent to receive such information. We may also use your Data to inform you about changes and developments of our service.
When you share Personal Data of another person with us, you confirm that they provided their consent for you to act on their behalf and that they were informed about our identity and the purposes of their Data processing.

5. How do we collect your personal data?
In addition to the elements mentioned in our Website Privacy Policy, Recruitment process will require Webhelp to collect data when such data is shared with us.

This an happen when you share it directly with us or when third party provide us information about you. This can happen for example when you send provide us you CV, interviews or when we take references.

6. Cookies policy
We can get information about your general use of the Internet by using cookies (a small file stored on your device’s hard drive). Cookies help us improve our Website and provide a more personalised and improved experience. For this purpose, we have implemented technical measures enabling us to collect your Data through your IP address and cookies. That is why we can gather your information, such as your IP address, your browser or your operating system for the administration of the system, the improvement of our Website and to make reports (for example through aggregated information). We take all the useful cautions to share only statistical Data about actions and browsing behaviours of our users that do not enable an individual’s identification.

If you would like to remove cookies, please go your browsing’s instructions to localise the file or the folder where Data is stored.

You can refuse to accept cookies by activating the parameter enabling you to refuse cookies’ installation. However, if you choose this parameter, some parts of our Website might not be accessible to you. If you do not adjust your browser’s parameters so that it refuses cookies, our system will send cookies when you connect to our Website.

We also have links to social networking such as, but not limited to Twitter, Facebook and LinkedIn. These are third party websites, we shall not be held responsible of the Data they collect. We invite you to read more about their Privacy Policy :

Twitter
LinkedIn
Facebook

7. Sharing personal data with third parties
In order to provide you with the best recruitment process, we sometimes need to share your Data within the Webhelp group. In some cases, we can share your Data with third parties, especially with our technical or HR partners and sometimes with our clients. We will share your Data only with partners demonstrating sufficient guarantees regarding the implementation of appropriate technical and organisational measures to respect your rights and keep your Data safe.

Subject to your previous agreement, we will sometimes share your contact details so that you receive information’s message about latest positions likely to interest you from our partners. These messages can take the shape of a mail, a phone call, a fax, an email or some other electronic messaging services. By providing your fax or phone number or your email address, you accept to be reached through these methods for the purposes to which you specifically gave your consent. If you do not want to receive any information from us, please click here.

We may share your Data with third parties (1) In case of selling or purchase of one of our entities (2) If we or all of our assets are acquired by a third party (3) If we have to divulgate or share your contact details in case of any legal obligation (4) To protect our rights, property and safety or our users (5) In case of information’s exchange with other companies and organisations for the purpose of preventing fraud.

8. Where do we store your personal data and how do we protect it?
Any information you provide us is stored on our secure servers. Your Personal Data is stored in the European Economic Space but can also be transferred or stored in a place out of the European Economic Space or within the Webhelp group. It can be processed by people out of the European Economic Space working for us or for one of our providers and partners. By consenting to give your data, you agree to this transfer (that can include transfers to countries where the legislation is less protective than it is in the European Economic Space), this storage or this processing. We take all reasonable measures to insure that your Data is being processed in a secure way and in accordance with this Privacy Policy.

Unfortunately, sending information on the Internet is never completely secure. Although we do our best to protect your contact details, we cannot guarantee the security of the Data delivered on our Website. As soon as we receive your details, we use strict proceedings and safety measures to prevent any illegal access to your Data.

9. Your rights
At Webhelp, we are committed to upholding the rights granted by Data Protection law. The information below will enable you to carry out your rights. You can make a request through all the means indicated in the contact section or by using our online form.

Right to access your Personal Data: You have the right to be informed about whether your Personal Data is being processed by Webhelp or its partners. If this is the case, we will explain how these partners use your Data and we will let you know about the purposes of the processing, what kind of Data is being processed, to whom and where your Data is being shared, for how long it is stored and if your Data is being subject to an automated individual decision-making. You can also ask us to provide a duplicate of your Data, this could lead to reasonable fees payment based on the potential administrative cost we could have. These fees will not be enforced if we share your Data through your right to data portability.
Right to rectification: Having accurate Data is essential to us. That is why we will rectify your inaccurate Data in the shortest timescale possible.
Right to erasure (« right to be forgotten”): Apart from where there are opposing measures, we will erase your Data in order to comply with our legal obligations, especially when your Data is no longer required, or when you request deletion.
Right to restriction of processing: You can ask Webhelp to restrict your Personal Data processing if you consider that your Personal Data is inaccurate or if you ask us for the erasure of your Personal Data. Moreover, you can ask us to restrict processing if you have the right to object to this processing.
Right to portability: You can receive your Personal Data in a structured, commonly used and machine readable format as long as the processing is carried out by automated means. When technically possible, you can have your Personal Data directly transmitted to another controller.
Right to object: In some circumstances and on grounds relating to your particular situation, you have the right to object to processing of your Personal Data. When you make this request and that it complies with law, we will not process your Data unless we demonstrate that it is necessary for the performance of a task carried out in the public interest that would prevail on your fundamental rights. We can also process your Personal Data if it is necessary to noticing, exercise or defence of legal rights. If you do not want to receive opportunities from us, please click here.
Right to lodge a complaint: If you think that Webhelp does not respect this Privacy Policy or that your rights granted by law are not rightly ensured by Webhelp, you have the right to lodge a complaint to a Data Protection Authority. In all cases, do not hesitate to contact our Data Protection Officer at the following address: privacy@webhelp.com.
Finally, we will take all reasonable measures to notify to every recipient of Personal Data every rectification or erasure or this Personal Data or every restriction of processing, unless such a notification turns out to be impossible or demands disproportionate efforts.

10. Changes linked to our privacy policy
Any major change that we will make in this Webhelp Recruitment Privacy Policy in the future will be posted on this page. If this change turns to be substantial, we commit to inform you about it as soon as possible by using reasonable means.

10. Governing legislation
Unless otherwise required by any applicable law, any difficulty, claim or litigation generated by or in relation with the present terms and conditions shall be settled according to French laws. French jurisdictions are fully and solely competent to hear of any legal dispute rising out of these terms and conditions.

11. Contact
If you have any questions about this privacy policy and how we use your personal data, please contact us at the following email address: privacy@webhelp.com.

Or write to our Data Protection Officer at the following address:

Group Data Protection Officer
Legal and Compliance Department
161 rue de Courcelles
75017 – PARIS
FRANCE


Role of agents, reps, distributors and showrooms in today’s fashion market

In an interview for the ‘Fédération Française du Prêt à Porter Féminin’, Dominique Chatelin, President of Supervisory Board of Webhelp Payment Services said, “Fashion agents, reps, distributors and showrooms remain indispensable intermediaries. They're very important partners for brands and for us. It's essential for brands to attract and convince good fashion agents since, in the case of the best fashion agents, they are the ones who choose the brands they represent. A fashion agent's quality and reliability are fundamental. Fashion agents, reps and distributors possess a thorough understanding of the market. That's key, since selling remains a local act." But who are these fashion agents, where do they fit in the industry today, and what is the best way to communicate with them?

Where do fashion agents fit in the industry today?

Twenty years ago, fashion agents, reps, distributors and showrooms played a crucial role in the development of any brand for export because they were much more familiar with the market and clients than the brands. Regardless of these brands' local reputation, they needed the support of their local sales partners to make the connection with clients.

However, the situation of fashion agents has changed considerably since then. About 10 years ago, brands started thinking they could get by without local sales partners and save the cost of their commission (around 10 to 15%) by directly managing their development and relationship with clients abroad. However, this transformation significantly increased their fixed costs, thereby reducing their margins. With uncomfortably high fixed costs and the problems they were experiencing with sales, it was not long before the brands began working with fashion agents again.

Today, fashion agents represent and sell brands while providing additional, locally based services. They foster the retailer-brand relationship by dealing with the concerns on both sides and coming up with mutually acceptable solutions. But they are also constantly on the alert, mindful of avoiding the mistakes of the past.

These days, the biggest challenge to any fashion agent's long-term future is understanding how online promotion works. If this channel makes it possible to by-pass the agent, the question is whether we still need agents at all. With online sales to stores, brands could theoretically do without an fashion agent, but with online sales to customers it is also theoretically possible to do without retailers.

Is the digitalisation of the sector set to do away with some of the players in the fashion industry?

Fashion agents, reps, and distributors are the ones who know the market and different players best. It would therefore be more logical to work with them to develop online stores and tap in to this channel (which these days is pretty much essential) rather than cutting them out of the loop for economic reasons.

Doing away with the players who have enabled a market to grow and who still play an important role in it is sure to cause collateral damage. Without their local sales partners, brands are in danger of losing their grip on the market reality and their know-how and of being influenced by their internal logic rather than focusing on the market.

If you do without your most useful partners at a time when you are growing and dominating the market, once your business stabilises you are in danger of running into problems that may even bring about a decline.

Today, the brands that are doing well are the ones who have understood that the benefits should be shared out among all the contributing partners. Even a well-known brand cannot do without the local players on the market.

Local sales partners add value! how to optimise it and bring across that message more effectively

  1. You should always take into account the local sales partner's opinion on the items and collections that work or will work best. They have a thorough understanding of the market and are often better than the brands at picking out the best-sellers. Conventions can vary hugely from country to country.
  2. You also have to be careful with deliveries and make sure they are on time, to prevent complaints or order cancellations. What's more, the earlier the goods come in, the longer the sale period and therefore ultimately the greater the sales potential.
  3. One important point is to arrange a sales meeting with each agent, reps and distributor at least once a year. This is an opportunity to brainstorm with them, throw around ideas, find out what they think face to face and maintain a close relationship with them.
  4. End-customer demand has to get back to the brand to give the brand the opportunity to improve its collections accordingly. Sometimes, sales don't hit their targets because the brand has not received on-the-ground feedback on actual demand in the market.
  5. One essential thing to do is to work with the agent to assemble a client portfolio that draws on their experience and understanding of their market with respect to both brands and retailers.
  6. You should help agents exhibit at the fashion shows relevant to their market.
  7. The same collection for the same season may come across differently in different parts of the world. Preferences can sometimes even vary between north and south within the same country, especially in Europe, so you have to be flexible. And it is the local sales partners who are familiar with these differences; you therefore need to ask for and listen to their advice on these kinds of variations, which can make all the difference when it comes to sales.

Today, agents, reps, distributors and showrooms remain essential players in the fashion market. Their role has changed in the last 20 years but their knowledge of the market and local clients remains vital when it comes to optimising international sales. These days, logic dictates that you should continue to work with these partners who have a thorough understanding of the market to enable you to remain completely in touch with end-customer demand.