Challenge:
A global pharmaceutical organization wanted to provide a personalized experience for HCPs and fortify its marketing technology ecosystem for future developments. They were functioning within a fragmented environment with outdated CDP infrastructure and targeting a broad segment of healthcare professionals (HCPs).
Solution:
The global pharmaceutical company implemented Tealium CDP to help provide:
- 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)
Results:
The joint solution created resulted in:
- 5x increased website conversions
- 40% increase in email open rate
- 1.5 weeks rapid time-to-market for new brands
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.
They were struggling with:
- 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. - Non-personalized 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, multi-phased 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)
Planning and Strategy
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.
Tealium CDP Integration and Configuration
Subsequently, Indegene integrated and configured Tealium’s CDP to facilitate inbound integrations
with Salesforce Marketing Cloud (SFMC), Tealium iQ, and Redshift, as well as outbound integrations
with SFMC and Veeva Suggestions. Once these integrations were established, Indegene configured
the attributes and connectors in the Tealium CDP.
Business Rules and Personalized Journeys
Indegene also set up business and audience activation rules, including badge identification and
segmentation, and activated personalized journeys through downstream activation using SFMC
and Veeva Suggestions.
Once the solution was set up and tested in the US market, it was then rolled out to support the
organization’s other brands in an additional 10+ EU markets.
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.
