Business Problem
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Release of a new product in a very competitive market required a flexible & scalable commercial and marketing strategy
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Digital marketing often contains PII, which brings compliance and security requirements for storing, and processing data
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Integrating digital marketing sources with traditional sales, claims, and marketing data to create a holistic customer journeys
ProcDNA Approach
Identify and Own data: Pharma companies are typically blinded from the rich marketing data. We established data contracts with marketing agencies, PSP vendors, etc. to get access to the right data.
Establish tagging mechanism to capture relevant information from digital channels
Set up a scalable and secure Databricks lake house to host, process, and analyze patient and physician datasets in a cost-efficient way
Leverage ProcDNA’s AI/ML model libraries to identify digital targets and generate insights to tailor the content, frequency, and timing of the emails
Architecture
Client Impact
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Increase in digital target pool
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Micro-Segments created
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