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