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Indegene’s MarTech expertise helps a leading biopharmaceutical organization to effectively execute their European commercial strategy

The Customer

A mid-sized biopharmaceutical company wanted to launch an omnichannel strategy and broaden the reach of their newly launched product in the increasingly competitive European Union (EU) market. To achieve this objective and comply with various country-specific compliance regulations, the client entrusted us to analyze their existing MarTech stack and determine the most appropriate strategy to adopt and technologies to incorporate into their EU organization.

Challenges

Siloed customer data resulting in unidimensional customer views
Fragmented customer journeys with untracked content attributes across marketing channels
Lack of real-time insights resulting in missed opportunities for campaign optimization

While exploring market expansion, the client encountered a number of obstacles associated with their marketing technology and data management systems. These difficulties centered around obtaining authorization for data gathering and executing analytics that were tailored to specific nations within the EU.

Additionally, their marketing efforts were confined to a limited number of channels, and their sales CRM (customer relationship management) system was not seamlessly connected with other digital platforms. This data-disconnect resulted in fragmented marketing strategies across channels. In an effort to better engage their target audience and develop a superior market position within the EU, the client came to the realization that they needed to build a robust marketing technology ecosystem to track marketing performance and improve customer experience in a compliant manner.

The Solution

We implemented the following approach to address these challenges:

Bridging business and IT gaps with an organization-wide MarTech strategy

Gaining a clear picture with a 360° MarTech assessment

Adopting a city planning approach to the strategic review process

Supporting downstream strategy activation

1. Bridging business and IT gaps with an organization-wide MarTech strategy

Through our expertise in marketing technology and strategy, we were able to forge a powerful partnership with our clients’ leadership teams. We worked closely with the Business and CIO organizations to craft a MarTech strategy that seamlessly integrated with our clients’ commercial goals in the EU.

By putting customer value at the forefront of our efforts and understanding the unique value proposition of our client, we were able to drive measurable outcomes that exceeded expectations. Our ability to bridge the divide between business and IT allowed us to deliver results that were both technically sound and strategically impactful, ultimately propelling our client toward success.

2. Gaining a clear picture with a 360° MarTech assessment

An in-depth analysis of the existing MarTech stack and data model was conducted to identify areas for rationalization and new investments. This analysis took into account various elements such as platforms, functional roles, and processes, as well as pain points, in order to align the MarTech plan with the client’s overall business goals and strategy. As a result of this extensive review, a comprehensive set of business and technical requirements for the company’s future MarTech stack was developed.

3. Adopting a city planning approach to the strategic review process

Phase 1

Streamline: Streamline the existing marketing technology infrastructure through appropriate peripheral enablement and EU-specific use cases.

Phase 2

Recommend: Recommend essential new technologies and capabilities within the designated budget and timeframe.

Phase 3

Implement: Widespread implementation across major markets and brand teams, accompanied by a comprehensive adoption and change management framework.

Phase 4

Evaluate and Optimize: Evaluate the success of the implementation and make necessary adjustments to optimize results

A meticulously crafted, phased city planning strategy was used to plan and execute a new marketing technology strategy to improve the client’s omnichannel efforts and drive business growth.

4. Supporting downstream strategy activation

Following this strategic analysis, we helped the client to thoroughly assess various MarTech platforms and vendors, creating comprehensive Request for Proposal (RFP) documents to help make a well-informed vendor selection. Additionally, our MarTech advisors provided ongoing support throughout the technology transformation process to ensure that all integration and execution aligned with the client’s business goals and desired outcomes. Through this comprehensive approach, we were able to guide the client through a successful technology transformation, maximizing the benefits and impact of their MarTech investments.

Outcomes

Strategy

We successfully established a top-down approach with regional and country leaders to map strategic priorities across internal functions, brands, and countries. Working with the client, we jointly developed a long-term vision where all marketing technologies would work together seamlessly to create a 360° view of customers. This vision included new investments in marketing automation, consent and preference management, compliant web tagging and analytics, digital asset management, and customer data platform.

Architecture design and implementation

We also developed a value architecture for platform activation and roll out, covering people, processes, organizational structure, operating model, and platform governance and created integration use cases, designs, and data flow models. Our MarTech consulting team worked with the client to oversee the roll out of the RFP process, vendor selection, and activation of capabilities.

This process included implementing Salesforce Marketing Cloud (SFMC) and a consent and preference management solution (One Trust) across 18 European countries, as well as integrating with the Veeva CRM platform. These resulted in increased efficiencies across cross-functional and EU country teams, improved marketing results, and delivered better customer experiences.

Compliance

A General Data Protection Regulation (GDPR) compliant solution compliant solution was enabled for web tagging and analytics, with the Matamo platform being leveraged to tag 20+ websites and 8 domains in several EU markets. A digital asset management (DAM) system was also implemented for inherent tagging of content, and the client was able to achieve improved content retrievability and reusability across 4+ brands, 200 business teams, and 3 marketing channels.

Central marketing operations hub

Lastly, we helped the client plan and activate a centralized marketing operations hub and trained over 100 marketers on how to use the platform, including defining the operating model, designated roles, and campaign journey

33%

reduction in email volumes

50%

reduction in unsubscribes

3%

increase in click-to-open rate