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

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

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

Product- or brand-centric approach to message delivery

Customer experience focus based on data-driven identification of attitudes, needs, and contexts, and preferences it is enabled by intelligent content

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

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.

Intelligent Modular Content

A Game Changer

03:55

Transforming Your Content Supply Chain

01:27

Active Ingredient of Your Next Gen Customer Experience

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Fast Track your MLR Approval Process

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Accelerating Localization

01:17

Intelligent Modular Content is the next gen approach to the pharmaceutical content supply chain. It involves creating content that is format free and semantically rich (meta tagging) which in turn makes it easy to discover, adapt, reconfigure and reuse. This ‘intelligent’ approach to the content supply chain creates efficiencies and generates real value for pharma companies and their customers.

Our Intelligent Modular Content Ecosystem is built on the Intelligent Content Brain (ICB), an assembly of content-specific AI/ML-driven tools. The ICB enables us to extract content components/modules which are auto tagged and made discoverable on an asset storage platform. The content in these modules are analyzed, tracked and aggregated for the creation of derivative assets through auto authoring. This inhouse capability helps manage the end-to-end process of the content supply chain all the way from a global source of content to a locally authored derivative asset.

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 the building blocks 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
  • Multichannel Strategy and Tactical Planning
  • Account Management
  • Marketing Services Delivery & Project Management
  • Channel & Technology Expertise
  • Data Strategy Management
  • Data Governance
  • Digital Factory
  • Content Production
  • Intelligent Modularization
  • Globalization
  • Repurpose/Transcreation
  • Content Migration
  • Content Modernization
  • DAMS Operations
  • Content as a Service
  • Marketing Automation
  • Implementation/Integration
  • Campaign Design & Execution
  • Reporting & Optimization
  • Media Operations (Organic & Paid)
  • Audit & Advisory
  • Media Buying (Paid)
  • Execution
  • Reporting & Optimization
  • Customer, Channel, & Content Strategy
  • MCM Mix & Journey Designs
  • Digital Enablement
  • In-Campaign Analytics & Optimization
  • Channel/Content Personalization
  • Data Strategy & Management
Intelligent Operations Brain Intelligent Content Brain Intelligent Actions Brain Indegene Data Hub
  • Virtual Engagement Manager (VEM)
  • Virtual Marketing Operations Center (VMOC)
  • Virtual Content Creator (VCC)
  • Content Analyzer
  • Campendium
  • Next-best Impacting Actions Engine
  • Customer Graphs
  • Indegene Data Hub

Unlocking value of martech investments

POV – 7 Ways to Drive Commercial Transformation in Pharma

Pharma Multichannel Marketing Maturity Survey and Report

Indegene Customer Experience Center

Marketing Operations Center & Digital Factory - Decoupling Models and Examples

Redoing customer engagement practices in the biopharmaceutical industry

Global Tele-Video Detailing

Integrated mcm and live video detailing

Integrated multichannel program

Integrated MCM and Triggered Tele-Detailing

Integrated MCM and Self-directed E-Detailing

Multichannel Sampling

Sales force integrated sampling

Integrated Enterprise MCM Program

Live video detaling and E-detailing

Multichannel campaign management platform

Multichannel Virtual Sales Strategy for Oncology

The GLOCAL Revolution

Indegene Digital Factory, Content, and Technology Capabilities

Digital and Print Production Factory