Enhancing Healthcare Provider Engagement through Effective Omnichannel Strategies: A Pharma Success Story

Life Sciences Data Science & Machine Learning

A leading pharmaceutical company partnered with Infocepts to drive HCP engagement through advanced analytics, achieving better targeting, optimized marketing spend, and significant increase in campaign reach and ROI.

The Challenge

Our client, a global pharma major faced difficulties in connecting with healthcare providers (HCPs) using their existing marketing strategies. Here are the issues faced by them:

Lack of Channel Insights: Poor visibility into HCP and patient communication preferences led to ineffective targeting, inaccurate messaging, and weak engagement.
Fragmented Multi-Channel Strategy: Disjointed marketing efforts hindered ROI and TCO evaluation, limiting the impact of the marketing budget.
Technology Integration Challenges: Legacy systems obstructed the integration of new technologies, disrupting marketing execution and analytics.

The Solution

Infocepts deployed a comprehensive data analytics solution to drive omnichannel engagement and improve HCP engagement and conversion rates. This solution consisted of three key components:

A proprietary HCP scoring system to analyse behavioural data from CRM and marketing automation platforms, including Salesforce and Marketo. This solution component segmented HCPs based on their communication preferences, providing actionable insights to drive targeted marketing strategies.
The second component involved implementing Marketing performance monitoring using data from tools like Google Analytics and AdWords. This enabled real-time tracking of campaign effectiveness and guided the strategic reallocation of marketing budgets to the most impactful channels, maximizing ROI.
The final component of the solution focused on executing omnichannel engagement strategies through platforms such as On24 and Zoom. This ensured consistent messaging aligned with HCP preferences and behaviours, strengthening engagement across all touchpoints.

Together, these components formed a powerful, end-to-end data analytics solution that empowered our client to enhance targeting, optimize marketing spend, and drive deeper HCP engagement.

The Outcome

The comprehensive solution empowered our client to achieve measurable improvements in targeting, marketing efficiency, and HCP engagement.

Increased Effectiveness of Channels: The omnichannel analytics solution led to a marked increase in individuals reached through marketing efforts, as campaigns became more targeted and personalized based on insights gathered.
Improved Quality of HCP Targeting: Due to enhanced insights into HCP preferences, targeting accuracy improved significantly, leading to higher conversion rates and a more engaged audience.
Optimized Marketing Budget: The reallocation of marketing budgets based on data-driven insights maximized ROI. Resources were efficiently utilized, ensuring that our client achieved the best possible results from their marketing investments.
Enhanced Business Outcomes: The integration of advanced analytics allowed the client to better understand their market. This improved their immediate marketing effectiveness and provided a strategic advantage for future campaigns in the life sciences sector.

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About the Client

Our client is a pioneering global biopharmaceutical company committed to transforming lives through groundbreaking therapies. With a strong pipeline of treatments for rare diseases and complex conditions, the company combines cutting-edge science with a patient-first approach. Its global research network and strategic partnerships drive breakthroughs that redefine standards of care.

Enhancing Healthcare Provider Engagement through Effective Omnichannel Strategies: A Pharma Success Story

The Challenge

The Solution

The Outcome

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About the Client

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