Veeva Systems > Case Studies > Omnichannel Content Strategy Implementation in Large Biopharma

Omnichannel Content Strategy Implementation in Large Biopharma

Technology Category

Analytics & Modeling - Machine Learning

Applicable Industries

Buildings
Cement

Applicable Functions

Product Research & Development
Sales & Marketing

Use Cases

Building Automation & Control
Speech Recognition

About The Customer

The customer in this case study is Bristol Myers Squibb, a large biopharma company headquartered in New York, United States. The company is a global leader in the pharmaceutical industry, providing medicines for serious diseases in areas such as oncology, cardiovascular, and immunology. The company was seeking to establish an effective omnichannel content strategy to better reach and serve its customers. The company's vice president of worldwide omnichannel capabilities, Ray Gomez, was instrumental in driving this initiative.

The Challenge

Bristol Myers Squibb, a large biopharma company, was facing challenges in establishing an effective omnichannel content strategy. The term 'omnichannel' was widely used within the organization, but its meaning varied among different stakeholders, leading to confusion and misalignment in strategy. The company also struggled with gaining buy-in and advocacy from the leadership team for the omnichannel approach. The leadership team needed to understand the potential impact of an omnichannel strategy on the organization and how it could benefit their customers. Additionally, the company was grappling with the challenge of not overwhelming their customers with too many channels, but rather focusing on the right ones.

The Solution

The company started by demystifying the concept of omnichannel, distinguishing it from digital and multichannel marketing, and providing a clear definition to guide the strategy. Regular meetings with the leadership team were held to discuss the meaning of omnichannel and its implications for the company and its customers. The company also developed a roadmap to achieve their omnichannel goals and demonstrated the potential impact across the organization. Transparency and feedback were emphasized, with both successes and failures shared with the leadership team to foster learning and maintain strong advocacy and partnership. The company's omnichannel content strategy was built around four Ds: data, decisions, design, and delivery. They aggregated first, second, and third-party data, used propensity modeling and affinity scoring to make decisions, focused on design that resonated with customers, and finally, considered the delivery channel, always prioritizing the customer experience.

Operational Impact

The implementation of the omnichannel content strategy led to significant changes in the company's operations. Teams that had previously worked separately, such as Brand, IT, Medical, and Commercial, started to collaborate more closely to execute their omnichannel content strategies. This was driven by the need for a consistent voice in the customer experience, which required a unified team approach. The company also started to leverage AI and machine learning to automate content delivery based on data-driven decisions. This focus on data and decision-making was a key part of the company's next big focus.