An HCP portal already existed, but there was lack of alignment about the business objectives and its value for customers.
The customer set was also about to broaden to include non-healthcare professional users. This meant the portal had to be a central hub for all digital marketing activity, integrated with modern technology, and capable of meeting customer needs, now and in the future.
One of the biggest challenges for the client was meeting the complex requirements of the various markets and brands. However, we knew this was critical for the portal’s sustainable success.
The portal was a success. More than 30 markets adopted the solution, illustrating the value of the service.
We addressed the evolving needs of our customers and internal stakeholders by producing an experience that our customers consider best in class and our colleagues take pride in using.
Martine Leroy | 18th October 2017
In part one of a series on customer insight and behaviour change, Martine Leroy reveals a behaviour framework for gathering sharp insights used to help brand managers and marketers achieve their business goals and create a customer-centric strategy.
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