Applying multichannel technology for better customer experiences and commercial performance

Rising customer expectations

A major life sciences company – operating throughout pharmaceuticals, consumer health, agriculture and animal health - experienced significant changes to their business environment. Both HCPs and patients had changing expectations to the value provided by the company – wanting more relevant and timely communication and services.

At the same time, innovative competitors had focused on proving value-based outcomes and delivering digital services. At the other end of the market, generic competitors pushed price competition.

The company wanted to respond to these market dynamics and become a market leader in terms of the innovation and value that they provided. Digital engagement was considered a necessary tool for achieving this.

An integrated multichannel solution for all markets

Together with Agnitio, a global roll-out plan for Rainmaker was developed that enabled full integration with the company’s CRM, while allowing for channel deployment flexibility for each division and country.

Rainmaker’s tool for face-to-face e-detailing was used to improve engagements with HCPs, pharmacies and other customers. Each country could then choose additional channels from the Rainmaker platform – Remote, Approved Email, and self-guided e-detailing with microsites – to extend the customer experience. As content could be reused across the selected channel mix, content creation costs were reduced to a minimum.

Full CRM integration ensured alignment between call planning and execution in each channel. It also provided a central hub of data, gathering analytics across functions, divisions and geographies, thereby offering an easy overview of performance. This enabled the sales team to improve every customer engagement, and senior management to better understand the market and performance trends.