The Customer

One of the world’s largest global biotech organization serving millions of patients world wide and deeply rooted in science and innovation to transform new ideas and discoveries into medicines for patients with serious illness

Challenges

  1. Fragmented marketing operations across markets and brands
  2. Non-standardized and varied maturity in the way client was engaging with their customers across markets
  3. Ineffective and non-dynamic marketing campaigns which could not be scaled
  4. Limited to no metrics’ tracking hurting ability for content personalization

The Solution

We established a multi-Channel service center for end-to-end marketing operations (content production hub, cross channel orchestration and activation, digital enablement, automation) which was modular to roll-out capabilities across markets. This model was designed to function at the intersection of effective and intelligent operations with a combination of people, industry leading setup, and solution accelerators, yet achieving compliance.

We executed a tech-enabled scale-up with (i) VEM (Virtual Engagement Manager) to drive collaboration through digital asset lifecycle, (ii) Campendium to build, launch, manage and optimize campaigns, (iii) NLP-driven automated content creation, and (iv) AI/ML-enabled Next Best Action Recommendation for customer engagement.

56
Increase in global content reuse
33
Faster time to market
86
Reduction in campaign cost per touchpoint

Outcomes

The client was able to transform marketing operations into a standardized, insights-driven, self-service based model, establish a joint incubation center, and drive adoption across 31 markets, thus making them future ready.They scaled from 700 to 2100 assets in a year with solution accelerators, 56% increase in global content reuse and 33% faster time to market while saving 26% agency cost, 50% decrease in data enablement licensing cost, and 86% reduction in campaign cost per touch point.

They achieved 95% review accuracy, freed marketer bandwidth by 18%, reduced project management cycle time by 30%, and 40% reduction in time through automated operations. They also witnessed a permanent increase in share of voice of customers, employees, and business.