Obtain insights in what drives the HCP customer journey
PharmaCo wanted to obtain insights in what drove the HCPcustomer journey, but scattered data sources complicated this
Situation
- PharmaCo wanted to measure the impact of its omnichannel strategy on HCP engagement in a mid-sized market BU
- No data-driven methodology to track HCP engagement was in place
- The company needed advice on how and where to start with a data-driven methodology to track engagement
Complication
- Data is spread out over different silos
- Digital maturity is low
- Limited organizational buy-in from different stakeholders
Result
- KWARTS performed a diagnostic of the data sources, tech stack, strategy and organizational readiness to implement a data-driven methodology to quantify HCP engagement
- We proposed an iterative approach to measure HCP engagement, identified the most relevant Data Science techniques, starting with a limited pilot based on CRM data, to later expand the scope to include sales (ERP & external vendor) data and web portal data
Impact
- For a <€25k investment, PharmaCo obtained a data map and action plan for its EU BU, detailing which actions and Data Science techniques can be deployed to measure HCP engagement in the short, medium and long run
KPIs
- Projected ROI of a detailed action plan
