AstraZeneca

Business Problem

• AstraZeneca is one of the world's largest pharmaceutical companies.
• The range of drugs manufactured by them covers many therapy areas, and there are a correspondingly large number of websites designed primarily to inform and educate healthcare professionals (HCP's) on all aspects of these drugs by publishing the results of clinical trials, case studies, etc.
• Understanding the way HCP's perceive AstraZeneca and the relationship they have with the company is key to ensuring successful sales of its drugs. AstraZeneca's global marketing team wanted to create a single customer view across the HCP community to better communicate with them.

Solution

We implemented DataCentre, drawing on data from all of the registered users across eight disparate therapy area websites, enabling the global marketing team to:

• Build a consolidated view of the interactions of HCP's with AstraZeneca via its websites.
• Ensure that the customer insights are based on up-to-date website behaviour data from daily nightly feeds.
• Understand quickly and easily how effective website content is in attracting the interest of these HCP's.
• Build customer segments to identify future potential Key Opinion Leaders.
• Give Global Marketing desktop access to a single customer view in a form that is easy to interrogate and segment.

Furthermore we support the global team with database management and CRM consultancy.

Results

We are midway through a three year pilot in the Europe and Australia, so bear with us!