Leading Pharmaceutical Drug Maker
Transforming consumer marketing through MarTech.
Credera and Omnicom Precision Marketing Group were engaged by a leading pharmaceutical drug maker to transform their new marketing organization.
At a Glance
A leading pharmaceutical drug maker wanted to transform their new marketing organization. To accomplish this, they knew they wanted to create a consumer hub that would span across brands to improve operational efficiencies, economies of scale, and standardization. Credera performed a MarTech assessment of their internal technology landscape to develop a multi-year roadmap.
The Challenge
Establishing a new marketing organization.
A leading pharmaceutical drug maker wanted to transform their new marketing organization. A few of their key problems included:
Deliver more relevant, targeted media; fueled by data-driven understanding of consumers.
Adopt an “always on” content strategy, supported by an operating model at scale.
Execute omnichannel campaigns that impact “moments of truth” across consumer journeys.
Create value-based interactions that lead to remarkable experiences and improved outcomes for individuals.
The Solution
Creating end-to-end marketing process maps and performing a MarTech assessment.
Credera created end-to-end marketing process maps for a pilot brand which could be leveraged for additional brands. The process maps de-mystified a complex set of activities that cut across multiple functions, highlighted areas to compress cycle times, and recommended technologies to automate manual steps.
Additionally, Credera performed a MarTech assessment of their internal technology landscape to develop a multi-year roadmap and operating model to support the sequencing of new consumer engagement tactics.
The Results
Developing a new, dynamic site.
Credera successfully developed a hub website that provides dynamic content and messaging to consumers based on real-time audience creation/updates driven by site interaction and CRM engagement.
Additional results include:
Assessment of people, processes, content, data and marketing technology, resulting in a multi-year transformation roadmap.
Designed and implemented an Amazon Redshift and AWS Glue-based Customer Data Platform on AWS.
Developed customer journeys and creative strategy for next generation consumer engagement using Amazon SageMaker.
Launched new operating model, processes and change management support to accelerate consumer startup campaigns.
Gave technology enablement recommendations for new consumer data hub.
