Unified HCP portal: consolidating brand sites onto one platform

ClientTop 5 Pharma Company

Location

Germany

IndustryPharmaceutical Manufacturing

About the project

A global leader in pharmaceutical manufacturing had accumulated a separate HCP portal for almost every brand and therapy area. The marketing and business excellence team set out to replace that landscape with one platform serving all four of their business units, so that healthcare professionals would meet a single coherent experience regardless of which brand brought them there.

The Challenges

01
Each brand and therapy area had built its own HCP portal, so the company maintained a set of disconnected sites that shared no components, no content, and no user session, and several of them had fallen out of date.
02
Communication with HCPs was slow and inefficient, because the portals had no connection to each other, to internal tools, or to the cross-functional teams responsible for them.
03
German regulations governing how pharmaceutical companies may communicate with HCPs required changes to every portal, which multiplied the same compliance work across the whole portfolio.
04
The shift to online communication that began during the pandemic increased the pressure to act on a portfolio that was already difficult to maintain.
05
Healthcare professionals following a treatment area across two brands encountered two different experiences and two separate logins.

The Objectives

The company set out to replace its fragmented portal landscape with a single platform that every brand and therapy area could build on, while each team kept the ability to publish for its own audience.

01

Consolidate the disconnected brand and therapy-area portals into one central web platform for HCPs, and make it an integral part of all omnichannel activities.

02

Build a shared module and template catalog so that new brand and campaign pages could be assembled from approved components instead of built from scratch.

03

Integrate all channels with the web platform to enable omnichannel marketing, and retire or merge the legacy portals without an owner or a clear purpose.

04

Establish shared measurement across the platform, so the impact of digital activity could be reported consistently across every brand.

05

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

The Solutions

The teams replaced the portal landscape with one platform that hosts articles, videos, resources, clinical trials, and scientific research for all four business units: CRVM (Cardiovascular, Renal, and Metabolism), Respiratory and Immunology, Oncology, and Vaccines and Immune Therapies.

A shared component and template catalog sits underneath it, so a new brand or campaign page is assembled from approved building blocks, and a single sign-on layer carries a healthcare professional across brand sites without a second login.

The consolidated foundation:

01
A content personalization system based on the actions of HCPs
02
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;
03
Integration with a Sample Order Management system, which allowed HCPs to order free samples;
04
A categorization system for HCPs depending on the level of data they shared with the pharma company;
05
Integration with Veeva Vault CRM Events Management;
06
A bookmark feature to allow HCPs to save specific articles and information for easy access;
07
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

01
The consolidated portal has gathered over 70,000 registered HCPs since launch.
02
The number of unique visitors doubled year over year.
03
Publication time for new content dropped to 1 day across all four business units.

Highlights

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.