Global Pharmaceutical Company: Multi-channel Management

This top 10 global pharmaceutical company turned to Accenture when it wanted to harness the power of the multi-channel customer experience.

This major pharmaceutical company wanted to migrate from a product-centric sales and marketing strategy focused on its brands to an insight-driven customer-centric strategy that focuses on the needs of its customers.

Working with Accenture, the company embarked on an ambitious program to change its business processes, capabilities and overall operating model to compete more effectively.

The program had two key objectives:

1. Expand the client’s current marketing, sales and service capabilities into an integrated Multi-Channel Management program
   
   
2. Develop and Implement a Closed Loop Marketing (CLM) program for its brands and launch a CLM capability to its sales force

Leveraging analytics across the customer’s multi-channel experience, the client’s sales and marketing teams have gained the ability to plan for and deliver a tailored customer experience by collecting feedback and extracting and applying insights to improve future customer interactions. Armed and trained with new tablet computers, more than 6,500 sales representatives have spearheaded a 20 percent increase in sales effectiveness using customer-centric segmented content.