Healthcare Professional Personalization with Adobe Real-Time CDP
The Client
A healthcare marketplace that providers a one-stop prescribing assistant for healthcare professionals to research and match pharmaceutical products to their patients based on needs while providing a centralized source for research, education, and sample fulfillment.
The Challenge
Providing personalized, seamless experiences to healthcare professionals is difficult given the organization structures of provider networks and compliance regulations protecting PHII. This client needed to implement a CDP to build HCP profiles to activation through its engagement channels.
Results
8 Weeks
Time to Initial Proof-of-Concept
95%
Capture of High-Value Actions
100%
Visibility to HCP Engagement
In less than 12 weeks, Adobe RT-CDP was activated in production at a fraction of the budget estimated by a competing consultancy to build an implementation roadmap.
The Solution
DiveTeam was engaged to stand up Adobe’s Real-Time Customer Data Platform (RT-CDP) and Customer Journey Analytics to capture known and anonymous HCP interactions with the client’s website application to build profiles and audiences in order to establish a foundation for personalized, cross-channel engagement with HCPs. The approach started with an initial proof-of-concept using Adobe RT-CDP (B2B) to validate that we could build sufficiently hydrated CDP profiles based on HCP identifiers and then scale to a production implementation to begin building audiences and integrating with internal and external data sources to further activate the CDP profiles.
Onsite data collection we accomplished ingesting event data directly in to AEP through WebSDK, leveraging the GTM data layer already in place. Integration with customer services ingest profile data was setup as HTTP streaming destinations with data exporting back to enterprise connections shared via data landing zones.
To activate these profiles, targeted audiences were now available to push to engagement destinations including web, cloud endpoints, CRM, and ad platforms.
Technologies & Platforms:
Adobe Real-Time Customer Data Platform B2B Edition (B2B RT-CDP), Adobe Customer Journey Analytics, Adobe Experience Platform, Google Analytics 4, Azure Cloud Storage, Hubspot, Adobe Launch, Adobe WebSDK.