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March 21, 2019
The perfect prescription for data-driven marketing
By: Accenture Interactive Operations

GlaxoSmithKline (GSK) is in the midst of an exciting transformation. The global healthcare leader is completely reimagining its global marketing operations to fully harness the power of data-driven personalized marketing. Together, in partnership with Accenture, GSK is in the process of building personalized, analytics-enhanced content experiences that help healthcare professionals prescribe the right medicines to the right patients at the right time.

Raakhi Sippy, GSK’s global head of Marketing Operations & Third-Party Partnerships, is at the forefront of this evolution. She’ll be joining Nikki Mendonça, global president of Accenture Interactive Operations, at the upcoming Adobe Summit 2019 to discuss GSK’s collaboration with Accenture.

Looking ahead to the Summit, we spoke with Raakhi about her upcoming fireside chat with Nikki. During their session, they’ll explore the many ways GSK and Accenture are working together to automate and streamline digital content production and distribution at scale across all markets, and much more.

Below is part of our pre-Summit interview with Raakhi, edited and condensed for clarity. If you’re attending Adobe Summit, be sure to catch our live discussion with Raakhi and Nikki, on Wednesday, March 27 at 2 p.m.

What inspires you the most about working with Accenture to solve GSK’s marketing operations challenges?

Accenture helped us create an entirely new content hub and spoke marketing operating model for select markets. At the same time, they helped us overcome our fear that a more centralized model would reduce local market relevance. And, what we’ve found is that magic happens when you have the right capability, technology and business working toward the same vision at the same pace. Seeing all of this progress take shape, that’s what’s most inspiring.

We’ve also got the right talent on this collaborative team. That, for me, is Number One in terms of a successful partnership. Now that we have the foundation in place and are confident of our approach, we are ready to use data that enables us to reach our customers with the right content at the right time. From the start of our collaboration, the whole process has been a real eye-opener and full of aha moments for the team.

GSK has an ambition to become a more technology-driven organization that leverages the latest in data-fueled innovation and platforms. How is Accenture helping GSK realize this goal, both in embracing digital data and analytics, and with upskilling the capabilities of GSK’s marketers?

The first phase was setting up a future-ready marketing operations center and getting the infrastructure just right to be able to drive digital marketing excellence and efficiency. As for this first big step, I think we’ve absolutely nailed it.

This second phase is about moving the needle from reporting analytics and data to harnessing value and insights-driven marketing to become a truly intelligent marketing operation. It’s all about leveraging the resources we’ve got on the ground within our markets and therapy area teams, and to really upskill. Along the way, of course, we’ll be sure to closely measure our progress.

Tell us a bit about your role at GSK, and what you enjoy most about it.

As global head of Marketing Operations & Third-Party partnerships, I’m focused on changing the way we market products at GSK. Essentially, that means moving from traditional marketing to data-driven marketing with a laser focus on driving exceptional customer experiences. It’s a pretty bold and very exciting organizational ambition. We’re beating the industry standard and stepping up a technology platform for digital asset management and promotional copy approval, and we’re really leveraging our partnership with Veeva to make it happen.

What excites you the most about attending Adobe Summit 2019—other than the balmy Las Vegas weather and hearing Reese Witherspoon, Satya Nadella, Drew Brees and many other inspiring leaders present?

I’m grateful for the opportunity to be part of Adobe Summit’s speaker and session offering, because it is focused on fully transforming brand experiences through digital marketing. The gathering offers a wonderful opportunity to connect, exchange ideas and to learn what industry leaders are accomplishing in the space. I’m excited to find out how others are delivering personal and engaging customer experiences in new, innovative ways. So, for me, it’s all of those aspects that have me looking forward to the Summit, above and beyond the fantastic weather in Las Vegas.

What topics are you looking forward to exploring with Nikki during your fireside chat?

We’ll be sharing some of the key learnings and takeaways from the exciting journey GSK and Accenture are embarking upon. We’re continuously driving a completely new marketing model that helps GSK remain relevant and fresh in our content and beyond. I look forward to sharing the secrets of success that we’ve learned along the way, specifically around overcoming organizational challenges—such as gaining internal buy-in at multiple levels—and other conundrums we’ve cracked with Accenture during our transitioning from a traditional marketing mindset to a true data-driven marketing operation. Beating the industry standard simply isn’t enough for us. We must stay ahead of the game and truly leapfrog competition.

What do you hope Summit attendees learn from your chat?

Attendees will learn how GSK is beginning to break industry norms when it comes to marketing operations. And I think attendees will also realize that we’re all dealing with the same challenges. So, let’s get thinking about how we can get together to share ways to surmount the common challenges and pain points we face, especially around building up data analytics and how to leverage that by performance.

Stay tuned for more from our interview with Raakhi, in which we dig into how Accenture is empowering GSK to transform and streamline its global marketing operations for stronger business performance in ways that make it easier for healthcare providers to inform, diagnose and support their patients.

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