Enterprise Marketing and Customer Experience
Deliver marketing and promotional excellence at scale
A New Global Context
Over the past decade, there has been a significant drive toward meeting a new global omnichannel customer, a customer who delivers a unified, connected experience—an experience that is personal and customer-centric. In order to move toward this, pharmaceutical organizations started to push initiatives such as digital content factories, multichannel execution services, content repurposing, localization, and transcreation. During this time, significant investments in technologies including iPad Detailing, Orchestrated MCM, Remote and Virtual reps, Automation, and online congresses were made.
The Global Transition
| Traditional Commercial Organization | Modern Commercial Organization |
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Traditional market research approach based on qualitative insights gathering and small sample quantitative research |
Data, technology-driven actionable insights based on large, rich data sets, and graph-modeling capabilities |
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Largely “one-size-fits-all” targeting approach enabled by fixed segments |
Micro- or hyper-segmented approach to interactions, leveraging technology to drive personalization at scale |
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Product- or brand-centric approach to message delivery |
Customer experience focus based on data-driven identification of attitudes, needs, and contexts, and preferences and it is enabled by intelligent content |
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Linear approaches to campaign planning, design, development, and execution with focus on speed to market |
Iterative and self-optimizing campaigns powered by on-demand intelligent content, predictive next best action models with a focus on relevance, speed, and success |
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MLR approval as a bottle neck to dynamic and personalized content and campaigns across channels |
Increased speed and capacity of MLR process through automation, decentralized operations, and intelligent, modular, and adaptive content coupled with business rules and templates |
Although it looked like a well-integrated ecosystem at the surface, it became increasingly evident that an integral interwoven piece was missing—data. This caused a friction between these islands of excellence, making results more about short-term efficiencies/cost savings than effectiveness (identifying what customers want and delivering it with scale, speed, and context), which is the fundamental promise of a modern customer-centric commercial organization.
The ownership to deliver personalization and context to the customer as part of this new unified customer journey has in the past been a messy, uncoordinated, and siloed effort of multiple agencies, technologies, and brand teams that do not always have a common view of the customer. This homogenous approach is counterproductive to the larger vision of a unified customer experience which was the primary driving force to begin with.
Next-Generation Intelligent Customer Experience for the Life Sciences Industry
Indegene enables several of the world's leading pharmaceutical, medical device, and biotechnology companies transform their customer engagement strategy and operations to drive global excellence in data-driven customer experiences, omni-channel campaign effectiveness, and operational efficiency.
Through our multichannel maturity framework that culminates in the evolution of the Next-Generation Enterprise Customer Enablement Ecosystems, we have partnered with clients to traverse a journey from optimization of operations to intelligent customer engagement.
At the left end of the maturity spectrum, we partner with life sciences companies to establish and manage enterprise centers of excellence for content creation, production, and localization, for management of campaign operations, and for data and analytics.
While helping companies mature toward the right end of the above multichannel maturity spectrum, we have helped them establish and operationalize a commercial ecosystem for the future.
Next-Generation Enterprise Customer Enablement Ecosystem
Built on a bedrock of multichannel data and analytics, and overlaid by industry-specific digital advisory capabilities, we are at the forefront of helping our clients maximize the ROI on their technology investments by establishing consolidated centers of excellence for digital content, channel operations, performance measurement, and customer innovation.
Across every building block of the next-generation ecosystem, Indegene combines its deep life sciences domain expertise and experience with technology solutions to improve efficiency and effectiveness.
Indegene combines cross-functional human expertise with technology (Virtual Marketing Operations Center) to deliver managed service solutions by deploying strategic, tactical planning and account management capabilities for marketing services delivery and project management.
Solutions and Services
This is an illustrative service catalog that describes some of the most common services offered within our EMCE ecosystem.
| Customer Excellence & Success Office | Content Operations | Campaign & Channel Operations | Advanced Campaign Analytics |
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| Intelligent Operations Brain | Intelligent Content Brain | Intelligent Actions Brain | Indegene Data Hub |
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