Omnichannel Analytics Platform Transforming Pharma

The client, a leading pharmaceutical company, developed an omnichannel analytics product to cater to the needs of healthcare professionals (HCPs) and patients. To enhance the customer journey and improve pharma marketing processes, the company partnered with PruTech for the development of frontend and middleware components, while the client’s team focused on creating the backend database and analytical models. The aim was to create a seamless, integrated platform to address pain points in the pharma marketing space and provide actionable insights for both HCPs and patients.

The client faced multiple challenges in their marketing efforts, such as the lack of tailored content, where HCPs and patients struggled to find information relevant to their needs, leading to frustration and disengagement. Pharma companies also struggled with poor channel orchestration, resulting in inefficient marketing strategies and missed opportunities for growth. Another key challenge was the complex and time-consuming process of defining accurate customer personas for better-targeted marketing. Additionally, repurposed content for different channels often resulted in confusion and misalignment with the intended audience.

To address these challenges, PruTech developed a powerful omnichannel analytics platform that enhanced marketing strategies and customer engagement. The solution included the development of a user-friendly interface, robust middleware, and an intuitive reporting dashboard. The architecture was designed to support various capabilities:

• Authentication: PruTech handled the frontend authentication process, while the client’s team managed backend authentication and role management using Amazon Cognito for secure access.
• Role Management: PruTech implemented role-based access for users, while the client managed this access from the backend to ensure appropriate permissions for different user types.
• DevOps: PruTech oversaw the middleware development and deployment to ensure seamless integration between frontend and backend components.
• MLOps: PruTech also managed the MLOps pipeline, ensuring smooth deployment, testing, and monitoring of machine learning models to maintain their performance.
• Multi-Tenant Architecture: The system was designed to be multi-tenant, with unique identities assigned to each customer at the codebase level. This ensured data security and allowed for proper access control for each client.

The integration of the omnichannel analytics platform helped the client improve their marketing efforts by providing more personalized, targeted content for HCPs and patients. The platform facilitated better coordination across channels, eliminating inefficiencies and ensuring that marketing campaigns were more effective. Additionally, the accurate definition of customer personas and the ability to repurpose content more effectively led to improved customer engagement. The multi-tenant architecture ensured data security and appropriate access control for each client, making the platform scalable and secure for all users.