Accelerating CX innovation and business growth in B2B pharma

Pharmaceuticals distributors operate in a crowded, regulated marketplace with narrow margins and where compelling experiences for B2B and B2C customers are key to maximising revenue and gaining a competitive advantage. 

With several brands under this pharma group’s umbrella powered by inefficient legacy systems, the organisation wanted to switch to a modern, centralised and flexible technology platform to optimise its digital channels and unlock business agility and growth opportunities.

The new platform needed to:

• Make it easy to deliver enhancements to content and commerce-led customer journeys across multiple brands, websites, and user journeys.
• Improve time to market for new websites and campaigns.
• Integrate seamlessly with the organisation’s complex back-end systems.
• Apply a systemised, mobile-optimised approach to website design and development, including a centralised design system, reusable components, and shared CMS to reduce costs and inefficiencies and improve scalability.
   

We kicked off our partnership with a thorough discovery, research, and design phase to:

• Understand the existing digital infrastructure and ecosystem.
• Map out business requirements, pain points, and challenges. 
• Gain a deep understanding of customer needs through extensive user research.
• Align stakeholders around an agreed strategy and approach.
• Agree on a framework for prioritising digital roadmap initiatives.
• Prototype and user test designs and customer journeys ahead of developing a comprehensive design system and the templates, components, and assets required for the build phase.

From technical debt to modern infrastructure

Together with the organisation’s in-house team, our consultants and technical architects assessed strategic options and opted to develop a headless, decoupled web solution that supports the changing needs of the pharmaceutical business and its customers.

The solution we developed replaces the old CMS and ecommerce solutions with flexible Drupal and Magento platforms. An API layer and React UI components enable a decoupled front-end presentation layer, while additional APIs and data feeds seamlessly connect the CMS and ecommerce platforms with complex and disparate back-end systems.

The new, modern web platform powers CX innovation and growth in several ways:

• Flexibility: The client’s in-house team can drive CX innovation without having to make changes to the back-end infrastructure. They have the flexibility to innovate and enhance individual services and functionality without any knock-on effect to other systems.
• Rapid time to value: The team can rapidly launch and scale new digital touchpoints and experiences. Components and design systems are shared across all websites supported by the new infrastructure. This enables greater consistency and improves time to market. The platform is easily integrated with any number of internal or third-party systems to enable continuous improvement to the customer experience.
• Continuous improvement: The team can deliver superior experiences to customers thanks to these seamless integrations and our focus on mobile-first and accessible experiences.