Biopharma Omnichannel Marketing Case Study

The Challenge

A global biopharma organization required greater precision in omnichannel marketing. The core challenge was to ensure that healthcare professional (HCP) engagement data was consolidated, accurate, and actionable for campaign optimization. The complexity arose at the operational content and orchestration level.

Key challenges:

Fragmented Data Landscape
HCP and campaign data came from disparate systems such as syndicated data providers, marketing partners, and internal CRM platforms. Without centralization, teams could not build reliable HCP profiles or track engagement across journeys

Manual Enrichment and Sharing
Data onboarding relied heavily on manual transfers and file processing. This slowed campaign readiness and introduced errors, making it difficult to generate timely reports. Vendor-level sanity checks and custom data quality measures (DQMs) were required, with dedicated teams preparing data to be clean and ready for downstream use

Incomplete View of Campaign Journeys
Campaign activities spanned webinars, speaker programs, digital ads, and in-person events. Yet the absence of integrated data pipelines left gaps in visibility, preventing marketers from understanding how each touchpoint contributed to overall engagement

Reporting Inconsistencies Across Therapeutic Areas
Each therapeutic team generated metrics independently. Without standardized definitions or unified dashboards, comparisons were unreliable and insights diluted

Our Solution

Agilisium deployed a centralized platform approach, integrating automated data engineering with scalable analytics.

Automated Data Enrichment Pipelines

Implemented Azure Data Factory and Function Apps to ingest and cleanse HCP-level data from diverse providers. Automation reduced manual intervention and eliminated common processing errors

Unified Omnichannel Data Lake

Consolidated campaign, engagement, and third-party data into Azure Data Lake with Databricks and Snowflake powering transformation and harmonization. This created a single source of truth accessible for analytics. The NG platform, a framework built externally, served as the core environment where all data was standardized and stabilized

Scalable Onboarding to NG Platform

‍Streamlined integration into the NG environment included APIs, AWS S3 ingestion pipelines, and automated refresh cycles running three times a day at eight-hour intervals. Faster onboarding cycles ensured that new campaigns and data streams could be connected without delays, supporting scalability across global operation

ROI Dashboards and Therapeutic-Specific Reporting

Built bespoke dashboards aligned with therapeutic area needs. Delivered ROI tracking, engagement funnels, and journey analysis with drill-down views. Enabled commercial & operational teams to track omnichannel performance with higher granularity

Key Impact

NG platform

established as the definitive source of HCP engagement data

Operational efficiency

Increased through automation, reducing manual hours

The Customer

A multinational biopharma organization conducting large-scale omnichannel marketing across therapy areas.

The Outcomes

Accelerated Omnichannel Analytics with Trusted HCP Data

The engagement resulted in a centralized data environment that transformed the company’s ability to measure and optimize campaigns. Eliminating manual effort, harmonizing HCP data, and providing customized dashboards, enhanced both the speed and quality of commercial decision-making.

Speed and Scale

Data onboarding and enrichment accelerated, enabling quicker campaign readiness through automated ingestion from multiple vendors

Consistency and Compliance

Standardized data definitions, sanity checks across 5–7 framework levels, and ongoing hypercare ensured accuracy and reliability. Custom DQMs were applied, allowing any necessary check to be implemented directly in the logic

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