The health check gave the organization, for the first time, a single, structured, evidence-based view of its Marketing Cloud Engagement environment, replacing scattered anecdotal feedback with a consolidated diagnosis and a clear action plan.
Our client is a global, research-driven pharmaceutical company, with operations spanning Asia, Europe and North America and several thousand employees worldwide. The company develops innovative therapies across a broad portfolio of disease areas, improving patients’ lives around the world.
As part of its digital transformation strategy, the company has been expanding its use of Salesforce Marketing Cloud Engagement (MCE) to support data-driven, omnichannel engagement with healthcare professionals (HCPs) across its European affiliates – while operating within the strict regulatory requirements typical of the Life Sciences industry.
As local marketing teams began adopting Marketing Cloud Engagement independently across several European markets, the organization needed an objective, evidence-based view of how the platform was actually being used, governed and secured before investing further in scaling it.
Structured interviews with marketing, digital and commercial-operations stakeholders, combined with an in-depth technical audit of the platform, surfaced a pattern common to fast-growing MarTech environments: strong local motivation, but weak central governance.
Key challenges included:
- no common digital operating model or standardized campaign execution process across affiliates, leading to informal, chat- and email-driven workflows and multi-month campaign launch times
- fragmented subscriber identity, with several inconsistent identifiers in use for the same contact, creating duplicated records and unreliable engagement tracking
- compliance exposure, with unsubscribe-link consistency and centralized consent management identified as areas to strengthen
- a cluttered, under-governed platform environment, with far more inactive or unused assets than active ones
- very low technical confidence among local marketing teams (self-rated 0–3 out of 5), with no structured training and no cross-market knowledge sharing
- heavy dependency on a single central resource or external agencies for even basic campaign execution
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Gain Full Visibility
Establish an accurate, evidence-based picture of current platform usage, governance and risk before scaling further.
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Reduce Compliance & Data Risk
Identify and prioritize fixes to consent management, subscriber identity and access governance.
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Build Local Capability
Understand training gaps and enablement needs to grow local teams’ confidence and independence.
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Create a Prioritized Roadmap
Translate findings into a sequenced, actionable plan that balances quick wins with longer-term transformation.
Craftware carried out a structured Marketing Cloud Engagement Health Check, pairing qualitative stakeholder interviews across multiple European affiliates with a comprehensive technical audit of the platform. The engagement translated dispersed, anecdotal feedback into a single, prioritized set of findings and recommendations covering governance, data, campaign journeys and enablement.
Our team worked directly with digital, marketing and commercial-operations stakeholders to understand real day-to-day pain points, then validated those findings against the technical configuration of the platform itself — producing recommendations grounded in both lived experience and system evidence.
Key activities included:
- conducted structured interviews with marketing, digital and commercial-operations stakeholders across multiple markets to capture goals, processes, pain points and improvement ideas
- assessed how campaigns are planned, approved and launched today, and where delays, manual work and compliance risk are concentrated
- reviewed the platform environment end-to-end to validate stakeholder feedback against what is actually configured and in use
- consolidated findings into a single, prioritized set of strengths, risks and recommendations spanning governance, standardization, training, automation and reporting
- delivered a phased roadmap sequencing action from immediate stabilization through standardization, strategic integration, and automation & growth
Through the health check, the client gained a clear, independent and unbiased view of its Marketing Cloud Engagement environment — and a concrete, sequenced path forward. The engagement is expected to help the organization:
- move from informal, chat-driven campaign coordination to a standardized, documented operating model
- close the most urgent compliance gaps in consent and unsubscribe management ahead of further scaling
- reduce dependency on a small number of specialists by building local teams’ skills and confidence
- establish the governance, identity and data foundations needed to scale omnichannel HCP engagement safely across markets
- prioritize future investment with confidence, using a sequenced roadmap rather than ad hoc fixes
