Digital business transformation
UCB transformed its approach to engage healthcare professionals by shifting from a traditional Salesforce model to a dynamic omnichannel strategy. Starting in 2017, the company implemented HCP portals in 12 countries, integrated marketing automation, and launched about 150 omnichannel journeys annually, significantly improving personalized interactions and operational efficiency.
Challenge
The digital landscape within the healthcare industry is rapidly evolving. UCB faced the challenge of transitioning from a traditional Salesforce-driven approach, where sales representatives directly engage with HCPs, to a more dynamic, hybrid omnichannel model. The goal was to operationalize the HCP experience, making it more personalized and customized. UCB recognized the need for a step-by-step change, incorporating new technology, adopting streamlined processes and investing in the mindset shift from push strategies to a customer-centric pull approach.
Solution
The journey began in 2017 with a comprehensive fit-gap analysis to create an omnichannel strategy. valantic set digital targets and introduced an omnichannel cycle plan to enhance digital interaction. The transformation included the launch of HCP portals across 12 countries, focusing on neurology, to provide an always-on channel for self-service and content accessibility.
To further automate and analyze data, the experts implemented a real data approach, integrating marketing automation and creating customer journeys. This required a significant change towards balancing online and offline interactions and placing the customer at the center of all strategies.
As part of the digital business transformation, valantic became an integral part of the team, working closely with the regional and local teams to operationalize their vision. We launched approximately 150 omnichannel journeys a year in the field of neurology, reaching out to 45,000 HCPs while growing digital engagement and campaign conversion.
The role of valantic extended beyond campaign creation; we facilitated the industrialization of processes, technology, and support, ensuring a consistent and effective omnichannel approach. We provided workshops, branding, UI/UX design, and end-to-end localization, acting as business owners and orchestrating the various technologies and processes.
Results
The maturity of the teams has risen from push through omnichannel, to real-time data-driven driven HCP experiences. We have successfully moved the needle to personalized interactions with the HCPs in their preferred channel, to create visible adoption and prepare the teams for the future.
The change in mindset, allowed the new ways of working to improve every single HCP experience and streamlined the performance on the business side with a future proof set of capabilities managed internally by cross functional squads enabling capabilities, connecting technologies and driven by an agile methodology.
The next step in our journey is enhancing the content creation end-to-end to move to a modular approach that is fit for purpose in a highly regulated industry.
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