Empowering Health Care Professionals Interaction Strategies

Challenge

Navigating Data Inconsistencies in HCP Interactions

In the highly competitive pharmaceutical industry, establishing meaningful relationships with Health Care Professionals (HCPs) is essential for successful product promotion. To engage more efficiently on a global scale, our pharmaceutical client sought to analyze their interaction strategies with HCPs. These interactions were crucial for promoting their new pharmaceutical products, and the client wanted to ensure that their products reached as many HCPs as possible. However, there were challenges in accurately recording and analyzing these interactions, leading to inconsistencies in the recommendations provided by Operational Excellence Analysts (OE Leads).

Approach

Building a Proactive Data Quality Framework

Datashift's approach was to implement a robust data quality framework that would empower OE Leads to make accurate recommendations and address data inconsistencies within the client's Customer Relationship Management (CRM) system. Choosing Collibra Data Quality as the tool of choice, we focused on creating an easy-to-use and intuitive platform. Our aim was to enable new users to seamlessly participate in the data quality process, fostering a culture of data cleanliness and accuracy. 

Key steps in our approach included:

1. Governance Model Definition: Early in the project, we recognized the importance of a clear and lightweight governance model to ensure proper platform usage.
2. Customer Journey Mapping: We collaborated with the client's business team to define the user journey for onboarding with Collibra Data Quality, setting clear expectations for users.
3. Vendor Workshops: We organized workshops with the vendor to train Subject Matter Experts (SMEs) who possessed both business and technical knowledge. These SMEs played a crucial role in developing and iterating data quality checks.
4. Awareness Sessions: OE analysts were informed about the data quality checks, their roles in the data quality process, and opportunities for future improvements.

Impact

Ensuring HCP Engagement Strategies

The implementation of the proactive data quality process has led to significant data management improvements in the clients supporting and increasing trust in the omnichannel strategy:

• Reduced Lead Time for Issue Detection: Automated data quality scans now enable the early detection of data issues, even after modifications in the source systems, reducing the risk of incorrect data impacting recommendations.
• Improved Issue Remediation: Collibra Data Quality is now in the hands of the operations team, who receive regular reports and alerts. They are well-trained and equipped to address data quality issues promptly, ensuring a sustainable initiative.
• Systematic Omnichannel Strategy: OE Leads now have a systematic approach to managing omnichannel strategies globally, enhancing the client's presence worldwide.
• Enhanced Recommendations: With resolved data quality issues, OE Leads can provide more precise recommendations. This improvement allows the client to target HCPs more effectively through their omnichannel strategy.
• Shift to Proactive Data Quality: The data quality process has transformed from a reactive approach to a proactive one, resulting in fewer data quality issues as they are identified earlier in the data flow.

Furthermore, this successful use case has sparked interest throughout the client's organization, leading to the onboarding of multiple teams seeking to enhance their data quality processes. Datashift continues to drive improvements in data quality, helping our client achieve more impactful interactions with HCPs and driving growth in the pharmaceutical industry.