Case Study
Redefining Pharma CX: The Critical Role of CDPs
A CDP Success Case Study
When we were approached by a prominent pharmaceutical manufacturer to strengthen their marketing technology ecosystem, we saw an opportunity to redefine how they engaged with their HCPs. Facing a landscape where HCPs juggle complex time pressures and multiple priorities, delivering an exceptionally high-value customer experience (CX) based on personalization becomes the first priority.
We decided to upgrade their capabilities by building a Customer Data Platform (CDP), a next-generation tool in marketing communications. This would enable our client to elevate HCP engagement and customer experience far beyond the capabilities of traditional technologies like Customer Relationship Management Systems (CRMs).
Traditionally, organizations managed highly structured data through "data warehouses," which required rigorous governance and data cleansing to glean actionable insights. As customer interaction channels multiplied, CRMs began to falter under the complexity of modern customer engagement.
Enter the era of CDPs, a transformative step in managing HCP customer data. CDPs continuously ingest data across many channels, enriching and providing this data to other platforms for engagement and personalization. Unlike their predecessors, CDPs feature extensive libraries of ready-to-use connections, store “curated” data that is clean, relevant, and longitudinal, and deliver customer engagement and event data with more depth and precision.
Drawing on our deep experience in customer data management — and guided by the foundations of design thinking — we grounded our approach in three key principles:
- Balancing Needs and Achievability: At the heart of our plan lies the balance between essential requirements and what can realistically be achieved. Our solutions must be both visionary and practical.
- Pragmatic Data Inclusion: We integrate each data element into the CDP with a clear purpose. This ensures alignment with our customer-centric vision, where every piece of data serves a strategic role.
- Prioritizing Data Relevance Over Data Volume: By focusing on data sources that are most relevant to HCP engagement, we can make sure the data has proven predictive value. We prefer data quality and applicability over quantity, creating more effective HCP interactions.
Implementing the CDP transformed our client’s approach across several key areas:
- Unified HCP Profiles: The CDP facilitated the creation of accurate and comprehensive profiles for HCPs by seamlessly integrating diverse behavioral data from various channels, allowing for a deeper understanding of HCP needs and behaviors.
- Enhanced Collaboration: The CDP broke down silos within commercial teams by serving as a centralized and verified hub for all customer data. This centralization fostered better teamwork and data sharing.
- Streamlined Consent Management: The CDP ensured that consent data was accurately maintained. This was crucial for effective audience segmentation and personalization, aligning marketing efforts with HCP preferences and legal requirements.
- Next Generation CX: With a single repository for all HCP engagement data, our client overcame the challenges of data fragmentation. Insights gained from previous interactions helped inform and optimize future engagements, paving the way for targeted and effective actions.
Upgrading to a CDP has established a robust foundation for delivering personalized, high-value customer experiences for our client. With continuous data integration, accurate profiling, and better collaboration, they are now better equipped to meet the evolving needs of HCPs and excel in a competitive marketplace.
Our takeaway? The key to better CX in today's complex healthcare environment lies in leveraging the transformative power of a CDP.
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