Background & Challenges

A major biopharmaceutical group wanted to deploy a first omnichannel campaign for general practitioners, in a highly regulated environment that has historically focused on compartmentalized communication actions.

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The challenge was twofold: modernize the marketing approach and offer a more personalized experience for healthcare professionals while maintaining the rigor of the pharmaceutical sector.

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The main obstacles identified:

• • Lack of unified target data, making personalization complex.
  • Lack of digital culture within the field and marketing teams. Difficulty in adopting digital technology and its benefits.
  • Long validation processes hampering the production of tailor-made content. Team already very busy.
  • Cannibalization of existing campaigns and lack of coordination between channels.

The ambition: lay the foundations for a sustainable omnichannel strategy, capable of improving physician engagement and accelerating internal digital transformation.

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Actions & System put in place

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1. Technical transformation

• Audit and harmonization of data to obtain a 360° vision of the targets.
• Implementation of tagging and automation tools to monitor interactions throughout the journey.
• Creation of unified dashboards allowing the monitoring of KPIs in real time.

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2. Editorial transformation

• Design of a segmented content strategy according to the profiles of doctors and their specific needs.
• Simplification of validation workflows in order to streamline the production of a large volume of personalized content, by integrating regulatory constraints.

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3. Cultural transformation

• Training marketing teams in the benefits of omnicanality and the tools made available.
• Awareness-raising and support in the field: integration of medical representatives in the co-construction of courses.
• Creation of a transversal working group promoting collaboration between marketing, data, medical and commercial.

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Results & Impact

• a significant increase in the opening rate of emails
• Significant increase in requests for medical visits
• Smoother and consistent customer journey, with better orchestrated contact points
• Of teams aligned around a common vision and shared indicators
• One solid foundation for duplicating future omnichannel campaigns

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Key learnings:

This campaign marked a turning point in the way marketing was orchestrated for this client: from a logic of dissemination to a logic of impact, measured, collaborative and oriented to the customer experience.

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1. Start at the base: Verify the quality of the data to be able to launch personalized campaigns. Wanting to go too fast will only lead to the loss of customers
2. Technology alone is not enough — human adherence is the real driver of performance.
3. Data is the engine, but its quality determines everything else.
4. Co-construction with the land is essential to create truly relevant courses.
5. Continuing education sustainably transform marketing practices

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Do you also want to rethink the way you address your prospects and customers and personalize your interactions?