A global pharmaceutical organization wanted to provide a personalized experience for healthcare professionals (HCPs) and fortify its marketing technology ecosystem for future market shifts. They were currently functioning within a fragmented environment and targeting a broad segment of HCPs.
Siloed Customer Data Customer information was stored in different digital systems, which resulted in the lack of a holistic customer view. The fragmented information included data such as website and email interaction histories, offline interaction details, and prescription data.
Nonpersonalized Customer Journeys: Customer journeys were unidimensional and lacked personalization, with untracked content preferences across different marketing channels. This resulted in a lack of understanding of customer preferences and behavior.
Lack of Real-time Insights: The organization was unable to capture real-time insights of their HCP audience, resulting in missed opportunities for optimizing campaigns and tailoring communications to their needs.
Indegene and Tealium implemented a bespoke, multiphased customer data platform (CDP) solution that facilitated personalized communications, enhancing engagement and outcomes for HCPs. Our solution incorporated the following features:
CCPA (California Consumer Privacy Act) and GDPR (General Data Protection Regulation) compliance while capturing and managing HCP data
Dynamic segmentation based on content affinity and channel preferences
Automated and near real-time downstream triggers (email, CRM) to support operations for 10+ brands in the United States (US) and European Union (EU)
Indegene devised a comprehensive approach for defining business outcomes–focused use cases by collaborating with the client’s marketing team. This included making strategic decisions such as the selection of channels for inbound and outbound communications and determining the business logic for segmentation. A data feasibility assessment was also conducted to evaluate the current readiness for the implementation of unique identifiers and content attributes.
The client was able to achieve a better understanding of the digital behavior of their HCP audience, and their content and channel preferences. Our joint solution also enabled the marketing team to activate personalized journeys for segmented HCPs over a preferred channel mix, resulting in a significant increase in conversion events over website and email in the US market.