Delivering personalized omnichannel customer experiences in Pharma sector

Recently, Tridion’s convened with its partner Urbina Consulting (UC) to discuss the joint multichannel opportunity for both in the Big Pharma sector. Elisavet Sklavounou, RWS, VP of AI Alliances, Global Partnership, organized the event.

From UC, Noz Urbina (Co-founder) and his core team presented the solution in detail and how it complements Tridion. They made compelling cases for how pharma companies can benefit from Tridion and UC’s combined expertise.

Noz mentioned that his team serves all sizes of enterprises, primarily large ones. And it works on a wide range of project sizes, whether it requires staffing two members or more than a dozen! UC’s clients span across sectors, including life sciences, financial services, high tech, and more.

Noz mentioned that the focus is currently on life sciences/pharma because the sector has started embracing omnichannel. And the players are in a race against each other to be the first to deliver omnichannel experiences.

Noz shared some of their client’s names, including big pharma companies such as Eli Lilly, Sanofi, and Abbott. Noz noted that they deal with clients who work across multiple countries, languages, and formats. This connects directly with Tridion’s offering and the challenges that it solves for its clients.

What is omnichannel and how it relates to Pharma sector?

Noz shared their definition of omnichannel: “unification of engagement and communication strategies so that they complement each other to give audiences what they need.” 

He shared the three pillars of omnichannel success and where UC and Tridion have expertise:

• Omnichannel content-driven information services: UC
• Technology: Tridion
• People and process: UC

Pharma sector now appreciates the immense size of its operation, the involvement of different audiences, and the diverse needs of people pulling information from the same content. And hence the need for content-driven information services to serve consistent information promptly across each channel or touch-point.

Areas of Pharma omnichannel opportunity

UC has received pharma projects from commercial, marketing, medical information, medical sciences, and regulatory affairs. Noz explained the primitive ways in which people in these areas currently communicate and the urgent need they feel for change as data volume grows.

Noz went on to list the key ROI metrics that the head of these departments want to achieve with omnichannel projects, e.g., faster time to market, consistency, quicker content creation, etc. And they want to achieve this across touchpoints such as metaverse, AI, and chatbots. Also, using a case example, he also demonstrated the audience personas (e.g., MSL, Brand Commercial, MD, etc.) and how they need to collaborate and communicate internally and externally.

Noz highlighted how technology has now enabled such communication to be computerized/digitized. This includes using metadata, ontonomies, taxonomies, auto-tagging, and semantic AI. And as we all know, Tridion excels at each of these and hence serves as an ideal solution for these big Pharma companies.

Pharma content classification and application

Noz mentioned the various categories into which they segment the pharma company’s content:

1. Non-product content (e.g., disease awareness, disease burdens, etc.)
2. Product-related but not product-descriptive technology content (for which diseases could people use the tech/molecule?)
3. Approved stage product content (who, what, when, where, and why of approved products)
4. Future state R&D and commercialization content

Pharma companies are interested in utilizing omnichannel data to drive the next best actions. This is where artificial intelligence and machine learning come into the picture. Technology such as ontology relationships and CRM can be combined to inform staff about the related and personalized content that can be offered to their audience’s areas of interest.

Noz shared some examples of how Tridion’s technology can connect content across different touchpoints with people and deliver rich, useful results or recommendations. Apart from this pharma brands want to make their content, typically stored inside a Word or PowerPoint file reusable. They need UC’s content optimization services and Tridion’s technology to make this happen.

UC’s unique user journey map and its connection with Tridion’s CCMS

Noz mentioned that UC Consulting helps pharma companies to make their content format independent and then turn it into a modular pool or central repository of content. This repository can then serve different needs of audiences based on the underlying context and across multiple channels. Thus making the content reusable and relevant.

UC looks at the entire content lifecycle; it uses a methodology that evaluates the number of questions over time and not the series of clicks made over an app or a website. It assesses what the stakeholders are asking and when. E.g., is it a doctor asking something while a patient is waiting for a response. UC summaries its methodology in terms of an equation:

Journey = Context + (Questions X Emotions)/Time

To understand the context, UC utilizes taxonomies to understand the: who, what, when, where, and why of the user. UC then captures the context, questions, time, and emotions into a journey map. Once the needs are mapped out, UC uses components that capture reusable knowledge to answer the questions to answer the user’s questions depending on where s/he is in their journey.

Tridion excels in this area as it offers component content management system (CCMS), which serves this exact purpose when coupled with its semantic AI tool. And hence naturally gels or integrates with UC’s unique customer journey map. The combined solution delivers the ROI pharma companies want today to justify their investment.

The final goal is to deliver this content consistently across different touch points, whether mobile web or desktop or something more futuristic such as metaverse. This is another area in which Tridion excels.

Noz shared a few examples of the ways in which UC changed the content output from a text-heavy format to a componentized and easy-to-digest format for the end user. Noz also noted that Google is using metadata and tagging today to help users discover the most relevant information and pharma companies can capitalize on it once they have structured data.

He later presented certain ways in which Tridion and UC’s combined expertise can help pharma companies serve different stakeholders with valuable structured content. It can be an employee, a customer, a partner or World Wide Web. And to enable this, pharma companies need a well-integrated and smart enterprise infrastructure that Tridion and UC can enable together.

To conclude, Noz presented Eli Lilly’s pharma case study in which UC implemented a content structuring and reuse solution that led to significant savings and enabled ease of use.

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