Improving healthcare professional interactions through data-driven customer experiences

Overview

A leading global pharmaceutical company sought to enhance its digital communication capabilities with healthcare professionals (HCPs) by adopting a more streamlined, data-driven approach. To achieve this, the company implemented the Treasure Data (TD) customer data platform (CDP) as the central solution to design and automate customer campaigns, provide real-time customer views, and deliver personalised experiences. Through an evolving partnership, Acxiom extended support beyond implementation, assisting with marketing process adaptation, operational segment creation, and customer journey design.

Use case discovery

Acxiom worked closely with the client to conduct a detailed use case discovery process. This phase focused on defining goals for improving HCP communications, identifying high-value segments, the data needed to achieve them, and the CDP’s best capabilities to unify and transform this data. The discovery phase included defining the necessary data sources and transforming them to add business value. Over time, Acxiom expanded its role to help the client adapt its processes to maximise the CDP’s capabilities.

Data integration and activation

Acxiom designed a data integration and ID resolution process that consolidated information from multiple systems into the CDP, allowing for 360-degree customer profiles, which form the basis for personalised engagement. Key marketing platforms like Adobe Campaign for email, Adobe Target for web, and Veeva CRM for sales representative activation were integrated with the CDP, enabling seamless cross-channel engagement. This approach supported the transition from broad messaging to refined segmentation and targeted customer journeys.

Personalised messaging and segmentation

A major advancement was the ability to deliver highly personalised communications. Previously limited in its segmentation capabilities, the client can now send targeted messages based on specific attributes and behaviours, such as website visits and email responses. The client’s marketing team can now design better customer journeys, improving engagement and response rates by tailoring content to HCPs’ specific interactions.

Cross-channel campaigns

Before implementing the CDP, the client’s marketing was often siloed across channels. The CDP now allows for integrated campaigns with consistent messaging across multiple channels, building on previous interactions to create a coherent, continuous and personalised customer journey for HCPs.

Agile implementation

The implementation followed an agile Scrum methodology, facilitating close collaboration between the client’s marketing, customer experience, IT and Acxiom’s teams. This agile approach ensured a smooth deployment, delivering incremental value and continuously refining campaigns based on real-time data and feedback.