Unified HCP portal: from fragmentation to integration

ClientTop 5 Pharma Company

Location

Germany

IndustryPharmaceutical Manufacturing

About the project

The marketing and business excellence team from a global leader in pharmaceutical manufacturing wanted to create a new digital platform through which they could directly communicate and interact with HCPs across all the therapy areas they cover.

The Challenges

There were too many HCP portals created by different brands and therapy areas that were disconnected from each other, with some being outdated.

Complex and inefficient communication with HCPs due to the lack of interconnectivity between the portals, internal tools, and cross-functional teams.

The start of the COVID-19 pandemic accelerated the move to online communication, and there was a pressing need to adapt.

Recent German regulations required changes in how you can communicate with HCPs.

The Objectives

The pharmaceutical company wanted to use this opportunity by offering a highly personalized and customer-centric digital interaction channel, playing a key role in their omnichannel marketing approach.

Build a central web portal for healthcare professionals and make it an integral part of all omnichannel activities.

Develop a web module and template catalog for efficient web asset development.

Integrate all channels with the web platform to enable omnichannel marketing.

Prove the impact of omnichannel marketing on business.

Allow field force to steer segmentation, channel selection, and messaging.

The Solutions

To achieve these goals and objectives, the marketing and business excellence teams decided to build a single HCP portal that will host all relevant articles, videos, resources, clinical trials, science research, and more for all four of their business units: CRVM (Cardiovascular, Renal, and Metabolism), Respiratory & Immunology, Oncology, and Vaccines and Immune Therapies. Among the features included in the portal are:

A content personalization system based on the actions of HCPs

Patient Material Configurator that allowed the creation of an easy-to-share unique page with relevant information hand-picked by the HCP and shared with their patient;

Integration with a Sample Order Management system, which allowed HCPs to order free samples;

A categorization system for HCPs depending on the level of data they shared with the pharma company;

Integration with Veeva Vault CRM Events Management;

A bookmark feature to allow HCPs to save specific articles and information for easy access;

Cross-platform login system that allows you to log in once and access various other brand websites without needing to log in again.

The Results

The project met its objectives and goals and gathered over 70.000 registered HCPs since the portal launch.

The number of unique visitors doubled year over year.

Publication time for new content was reduced to 1 day.

Services

70K

Registered HCPs

YoY Traffic Increase

1 Day

Publication Time

The team did a fantastic job on the HCP portal. They were very good at handling sudden changes to what and when we wanted it. The portal works really well and shows that the team understands the big picture. It’s impressive how the team could change some parts of the portal without needing the designers to be involved right away.