The project was co-created by MainInsight and a top European pharmaceutical company, at that time, a large number of offline scenarios of the pharmaceutical company had to be transferred online, and in the process, a lot of internal data was generated, and various channels were also in urgent need of integration. At the same time, artificial general intelligence (AGI) is emerging, big data technology is becoming more and more mature, and they realize that big data + artificial intelligence will be a major trend, and future marketing promotion will inevitably move towards digital intelligence.
They encountered a lot of problems that businesses face during their transformation period:
Traditional promotion methods are no longer in line with today's needs.
Internal channels are complex and not interoperable, and data fragmentation between departments is serious.
It is difficult for all departments to unify their understanding of HCP, and it is impossible to maintain consistency from top to bottom from strategy to implementation.
Based on these needs and pain points, we cooperated with the pharmaceutical company to jointly create the NICE solution - Next Intelligent Customer Experience, which aims to achieve omni-channel integration and full-process closed-loop precision marketing through digital intelligence.
If there is a problem, there must be a solution, so the context insight is out.
We customize them for themThe NICE (Next Intelligent Customer Experience) solution is a three-step solution that integrates decision-making to execution
The first step is to integrate the data
First, integrate the existing internal data, supplement the external data (HCP360 portrait data after obtaining HCP public channel data and matching algorithms), and build a unified business data dashboard to facilitate users to quickly identify problems.
The second step is to create a label
Based on the integrated HCP data, we have built a cross-product line and multi-BU labeling system, and developed a customizable HCP labeling platform to facilitate business departments to expand, modify and add HCP labels on their own, and continuously adapt to business development.
The third step is the integration of strategy execution
On the basis of the data platform and labeling system, a strategy center has been built. Business personnel can directly complete a series of reach tasks from [Audience Pack] - [Strategy Formulation] - [Content Selection] to [Omni-channel Distribution] in the Strategy Center, truly realizing the integration of strategy and execution.
Five major effects, shining on the stage——
1. All internal and external HCP data are integrated to achieve "a set of reports to see the overall situation".
2. The transparency of inter-departmental data has been greatly improved, and understanding HCP information no longer only relies on "I ask you to answer".
3. The investment of each channel in a single HCP is clearly visible, "there is no basis for words, let the data speak".
4. The formulation of marketing strategies has shifted from extensive to personalized, from the former "where to point", and then "where to play".
5. The overall resource investment of the enterprise, from the channels and departments "separate and scattered considerations", to the decision-makers can unify the "resource integration and overall consideration" to find the most effective channels and methods.
At the beginning of the launch of the NICE solution, it has been highly recognized by users:"I didn't expect to see such fine-grained data.", and it is even said that"Shocked"."A lot of the strategy I wanted to do is now possible! ”
So, let's just say, such a nice plan, don't you try it?