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Indegene Unlocks 360º Customer Insights for the Launch of an Oncology Brand ​

The Customer

Two pharmaceutical companies share a licensing agreement to develop and co-commercialize an oncology drug in the United States and outside. The drug aims at treating a type of relapsed or refractory cancer called diffuse large B-cell lymphoma.


  • A one-size-fits-all marketing approach due to the lack of healthcare professional (HCP) personas and understanding of their journey​

    The absence of a content strategy resulting in minimal content variety and volume required for brand launch​​

    Disconnected HCP experiences due to siloed marketing channel execution with multiple partners​

    Field force lacked key insights on customer digital engagements and preferences​​

The Solution

We leveraged Next Commercial Data Warehouse to create a comprehensive view of HCPs by unifying data across multiple siloed systems. We then devised a personalized content strategy based on HCP personas and recommended third-party channel strategies by analyzing channel constraints and HCP affinity. We designed an omnichannel marketing plan with personalized engagement journeys to move HCPs across the adoption funnel.


The customer witnessed a higher degree of conversion across various stages of the HCP funnel by adopting a personalized omnichannel approach and driving adoption within the field force


Customer profiles unified


Average increase in engagement index


Increase in Next Best Action adoption