Read how one of the world's largest pharma manufacturer utilize giosg's HCP engagement platform to reach higher conversions and understand their website visitors better.
We had the pleasure to interview the company's Head of Digital Engagements to hear more about the a great advantage this collaboration has has for their large centrally-managed organisation.
The challenge 🔍
One of the challenges in the pharmaceutical industry is the fact that it is heavily regulated. Therefore, many businesses may struggle to join the forefront when it comes to innovation.
"Just 6 years ago, we didn't have a dedicated website for HCPs. It was difficult to reach them at the right time, share the right information and, of course, have the highest impact.”
In addition to requiring reliable partners and processes to drive the necessary developments, their target audience of healthcare professionals (HCPs) can be very hard to reach.
Therefore, it's been one of the main priorities for the team to find ways to reach and engage HCPs through their online channels. To give a more concrete example, the Head of Digital Engagement explains:
“We have a webshop on our website, but it’s quite overwhelming to browse through the entire thing and select the right items. It is a lot of going back and forth."
"We really wanted to improve the user experience and offer a more user-friendly way of ordering the materials.”
The goal ⭐️
"One of our core aims is to focus on how we can increase the engagement with healthcare professionals.”
Head of Digital Engagement
To better serve its target audience, the company launched new engagement channels to share information about new studies, medications, educational events, and patient support.
The company wanted to further optimise and add interactive elements to its website to take another step forward in its digital transformation.
Their most important new engagement channel is the HCP portal, a website dedicated to HCPs.
The solution ✨
giosg's HCP engagement platform fit their requirements and needs perfectly by offering their corporation in Netherlands more flexibility and freedom on top of their centrally managed website.
The team was able to put an extra layer on top of the website to add relevant elements like pop-ups that would activate at the right time and for the right visitor.
The Head of Digital Engagement at the company commented the process to say it was relatively easy to set up – the script just needed to be inserted to get the interactions live on their website. After that, they had it up and running. “That was definitely an advantage”, he adds.
“We can do a lot of things with giosg which is really cool from my perspective. We use it a lot to trigger a pop-up when someone comes to the site or clicks on an element on the page, for example, a CTA button.”
Thanks to giosg, the company now has more flexibility and freedom to focus on conversions and attracting HCPs. With the Salesforce integration, they can also collect and store valuable data easily.
The results 📊
The team has been happy with the outcome. Here are some of the results for the interactions on their website:
The company reports biggest improvements in user experience and conversions on all devices since implementing the giosg platform.
He continues: “To make it more simple, we created a webshop pop-up with only six or seven of the most relevant items. With a single click, HCPs immediately have an overview of these materials and can simply select the amount of each item that they would like to order”.
“I immediately saw the flexibility that giosg’s solution could give my team and our marketers. I thought it would add value to our current website and really increase insights and the number of conversions.”
The collaboration 🤝
The company has been particularly happy with giosg’s Customer Success team who has played a big role in supporting them every step of the way.
“ I am happy with the support we are getting. I’m also impressed with what they do with the limited input they receive and deliver what is needed to meet our brand guidelines."
"Giosg has the right people in the right place in their organisation. Sometimes we get help from Chris and sometimes it’s one of his colleagues, but in the end, it always gets solved.”
Learn more about how giosg handles data & security.
About the organization
The company is one of the largest pharmaceutical manufacturers in the world. Its headquarters is based in Basel, Switzerland, with an office in every mid to large-sized country it operates in.
The interviewee is the Digital Engagement team lead responsible for the company's digital engagement strategy and execution in the Netherlands. The organization's online marketing experts support the brand teams with optimising and executing the brand marketing plan and reaching marketing objectives.