This resource is designed to help you understand the specialized terminology and acronyms used throughout the CEX360 platform.

Whether you are new to the system or need a quick reference, this glossary provides clear definitions for all technical terms, industry-specific concepts, and abbreviations you’ll encounter while using our solution.

Concept Abbreviation Definition
Dimensions Are the types of attributes of customers or accounts based on which they will be segmented
Segmentation Represents the process of sub-dividing a market into homogeneous sub-sections of customers or accounts
Segment A homogeneous group of customers or accounts that are similar with respect to a certain set of attributes (dimensions)
Brand Represent the commercial name of a product that the company is promoting. A brand can have multiple indications
Indication Represents the use of a product (brand) for a specific condition
Channel Represents a mode of communication and engagement with customers, and is typically described by the communication medium, i.e. Face to Face, Email, Phone, but can be defined even more granularity based on type and technology of the communication, i.e. Rep triggered Email can represent a different channel from Mass Email
Contact A one or two-way information exchange with a customer, that is time bound - one session - and uses any communication channel, a Face-to-Face visit, a Remote Detailing Session, a Webinar, etc
Interaction A two-way information exchange with a customer, that is time bound - one session - and uses any communication channel. Sometimes it is use interchangeably with contact
Detail Represents the portion of a contact / interaction that is specific to a brand and is generally promotional
Frequency Number of details or interactions on a specific channel to be delivered to a customer in a given cycle
Team Represents a group of employee that implement the same strategy for the same types of customers, i.e. promote the same products for the same customer segments with the same objectives (but potentially different targets).
Business Unit BU Represents a part of an affiliate that is typically focused on a portfolio of products and on a specific therapeutic area. A business unit manages multiple Brands and multiple Teams
Cycle Represents a period of time, typically smaller than 1 year, and it is characterised by a name, a start and an end date. Cycles are associated to the organisation structure and with planning processes and plans
Client Typically a Healthcare Professional with which the company engages for promotional or scientific reasons
Account A hospital group, a hospital, a clinic within a hospital or an independent surgery that represents a workplace for the HCPs. Accounts can be organised in a hierarchy with Parent Accounts and Child Accounts
SFEM SFEM Sales Force Effectiveness Manager
BEX BEX Business Excellence
CEX CEX Customer Excellence
BUD/BUM BUD Business Unit Director / Manager
Customer Experience CX
Campaigns Campaigns are the practical way in which we plan and deliver customer experiences. Essentially a campaign is a set of actions across multiple channels and driven by multiple functions and teams that follow the same strategic objective(s) and delivers a coherent story. For example we can define campaigns to improve screening and diagnostic, or campaigns focused on differentiation and increasing market share. What is the difference between campaigns and customer experiences*?* Typically to address a strategic objective (i.e. improve screening & diagnostic) we need to engage more than one group of stakeholders (more than one segment) - i.e. to improve screening we may address both GPs, Specialists and Nurses, and each of these groups will be actually split into finer segments. In broad terms the story that the campaign delivers is the same, however because each customer segment has a different role and different preferences we need adjust elements of the story (messages, sequence) and of how it is delivered (channels, frequencies) to the segment specifics. Each of the targeted segments by the campaign will have a slightly different customer experience, in order to maximise the impact of the campaign. Therefore a campaign will deliver multiple customers experiences tailored to each segment.
Plan Scope Represent the Product/brand and/or Disease for which the Tactical Product Plan is made
Point of Interest / Must Win Battles POI Represent the Big Challenges/Barriers or Group of Challenges identified in the Patient / Disease journey, i.e. Screening and Diagnostic, Access, Adherence. Typically a Point Of Interest can include multiple related challenges in the patient journey
Strategic Driver / Strategic Imperatives SD Strategic Drivers are what the company needs to achieve according to their strategy. Typically from a Point of Interest maybe only some of the challenges are actionable or relevant to the company. Solving those challenges represents a strategic driver.
Communication Objectives / Core Themes CO Represent the key topics we want to communicate, in abstract form, i.e. Safety, Efficacy, etc. The same communication objective may be implemented through multiple messages (wordings). While the communication objective may be the same across customer segments, the actual messages transmitted may be different from segment to segment.
Key Messages KM Represent the actual content (the actual wording/form) transmitted to customers which may be different from segment to segment. A message represents an implementation of a communication objective. A message can contain multiple supporting arguments
Supporting Arguments SA Like messages the supporting arguments represent the actual content that is being transmitted, but they bring a higher level of detail than a message. Supporting Arguments reinforce the message and multiple supporting arguments can be assigned to the same massage. Similarly to Messages, Supporting Arguments can be differentiated between segments.
Content Asset A Content Asset represents a physical or digital implementation of the content to be communicated to the customers. It includes Messages, Supporting arguments and any other text and visuals supporting the communication. Examples of Content Assets include: Email Templates, Web Pages, Print Posters, eDetails, etc