Consumer preferences can shift rapidly due to cultural trends, technology, and health concerns. Staying up to date with these changes and adapting to them is crucial. Establishing and maintaining brand loyalty is more challenging than ever in a world of choices. Companies need to engage and re-engage consumers to ensure the repeatability of transactions over and over again.
Technologies can help consumer goods companies stay competitive, meet changing consumer expectations, and drive operational efficiency. However, they also come with challenges, especially regarding integration, data management, and security.
This case study explores the advantages of implementing Experience Cloud in the industry. It explains its thorough impact on business results, enhancing MedRep-HCP interactions, nurturing customer relationships and strengthening the brand recognition.
Our client is a British multinational consumer goods company headquartered in England, with operations in around 60 countries and employing approximately 40,000 people worldwide. It is a producer of health, hygiene and nutrition products.
In the consumer goods sector, particularly in the area of Consumer Healthcare, effective communication between Medical Representatives (MedReps) and Healthcare Professionals (HCPs) is of the utmost importance. MedReps are key information channels to inform HCPs about the latest product offerings, scientific evidence and usage guidelines.
However, a relationship can be full of challenges. Faced with busy schedules and an ever-changing consumer care landscape, Healthcare Professionals often find it difficult to allocate dedicated time to work with MedReps.
On the other hand, Medical Representatives face the problem of transforming complex medical information into concise and compelling presentations that resonate with HCPs. In addition, strict industry regulations and the pursuit of genuine value-based conversations can further complicate this dynamic.
Achieving a seamless and mutually beneficial dialogue between MedReps and HCPs requires innovative technology, communication strategies and personal approaches.
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replacement of the current CRM (Pitcher) and data migration
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integration with Veeva CRM and Veeva vault
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create a resource center for patients and HCP
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improving communication between Med Reps and HCPs
Our client also needed a system suitable for the Mexican market and, at the same time, prepared to make it ready for roll-outs to other countries and markets.
Craftware has created a new social network for the client based on Salesforce Experience Cloud, which reflects business needs and integrates with Veeva CRM and Veeva Vault systems most effectively.
The portal is an exclusive personalised resource centre for Healthcare Professionals and patients. As a unique digital ecosystem, the solution helps engage physicians in better communication through precise channels with messages and content tailored to their needs based on their specialisation.
The new solution improved communication efficiency with HCPs, making it more personalised, engaging, and memorable, elevating brand recognition.
The new platform allowed our client to craft immersive, personalised interactions that foster deeper engagement and brand loyalty. This suite of tools seamlessly bridges online and offline experiences, ensuring consistent brand messaging across diverse touchpoints.
Using data-driven insights, MedReps can present the most relevant information to a Healthcare Professional, considering their specialisation, patient demographics, and past interactions. This result is communication that is effective and deeply relevant.
The portal can also be used to create interactive and engaging presentations for HCPs, using multimedia elements to convey complex information in an accessible and engaging way.
Consistent and personalised communication inherently boosted brand recognition.
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Improved areas:
🔷 Increased brand awareness and better product recognition
🔷 Enhanced engagement of Healthcare Professionals and end users
🔷 Better communication
🔷 Process automation
🔷 Increased sales value
🔷 Easy roll-outs of the platform to other markets
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