Journey orchestration in pharmaceutical marketing (Blog 2 of 4)
Eraneos is bringing a series of blogs on the topic of journey orchestration in pharmaceutical marketing. We start with talking about this concept and then dive deeper into the different aspects to consider such as omnichannel, customer journey, digital capabilities and organizational change and learning. If you find this interesting, follow our LinkedIn page or or register for our newsletter so you can stay up to date.
In the first edition of this blog series, we talked about Journey Orchestration and why this is relevant in pharmaceutical marketing. As Journey Orchestration is complex, we hope to bring enlightenment by dissecting the concept into several easy to digest topics. In this blog we discuss the required digital solutions for journey orchestration.
These digital requirements are essential for delivering a seamless, consistent, and personalized customer experience. They involve the technology and infrastructure needed to effectively plan, manage, and optimize customer journeys across various digital channels. Requirements can vary depending on the complexity of your organization and the specific goals of your journey orchestration strategy. By using these tools, you can orchestrate customer journeys that are dynamic, adaptive, personal and responsive to each customer’s unique situation and goals.
Let’s summarize the digital requirements for journey orchestration. Please note that there are some example technologies given below. We understand there are many other technological solutions out there.
- A customer data platform (CDP) that can collect, unify, and enrich customer data from various sources and channels in real time. A CDP enables you to create a single view of each customer and segment them based on their behavior, preferences, and attributes. They are robust systems for collecting, storing, and organizing customer data from various sources, including CRM systems, web analytics, mobile apps, and more. Think of ServiceNow, Adobe Real-time, HubSpot and Segment.
- APIs and (data) Integration Ensure that your systems can integrate data from disparate sources, both internal and external such as CRM, engagement channels (such as email, social media, web, mobile apps, and chatbots) and marketing tools. This integration allows you to create a unified view of each customer, which is crucial for personalized journey orchestration.
- A journey orchestration engine that can use the customer data to design, execute, and optimize personalized journeys across multiple touchpoints. It allows you to trigger the right actions at the right time based on the customer’s context and intent. Examples are Adobe’s Journey Orchestration Engine, Medallia Experience Orchestration (MXO), Kitewheel, ServiceNow and Salesforce’s Interaction Studios.
- A content management system (CMS) that can create, manage, and deliver relevant and engaging content for each customer journey. A CMS enables you to tailor your messages and offers to each customer’s needs and preferences. Examples are Veeva, Contentstack, Adobe experience manager, HubSpot and ServiceNow.
- An analytics and optimization tool that can measure, analyze, and improve the performance of your customer journeys. An analytics and optimization tool enables you to track the impact of your journey orchestration efforts on key metrics such as conversion, retention, loyalty, and satisfaction. Useful technologies are Medallia Experience Orchestration (MXO), Adobe journey optimizer, Bloomreach Engagement, ServiceNow.
- Marketing automation tools are often a central component of journey orchestration platforms. They enable you to automate marketing campaigns, personalized messaging, and triggers based on customer behaviour. Useful technologies are Medallia Experience Orchestration (MXO), Adobe journey optimizer, Bloomreach Engagement, ServiceNow.
- Machine Learning and AI support you to achieve true personalization and scale. Consider incorporating machine learning and artificial intelligence algorithms. These technologies can analyse large datasets and make real-time recommendations for personalized content and offers. Examples (but not limited to) are HubSpot, ServiceNow and Persado.
Apart from these digital capabilities, there are other things to consider as well such as Privacy and Data Security. Your journey orchestration platform needs to adhere to data privacy regulations (e.g., GDPR, CCPA) and follow best practices for data security to protect customer information.
As your customer base grows, your journey orchestration platform should be able to scale to accommodate increased data volumes and interactions. With most if not all the latest digital solutions, this is not a problem.
Selecting the right technology stack and platform for journey orchestration is critical to achieving your CX and business objectives. It’s essential to evaluate your organization’s specific needs and goals when determining which digital requirements are most important for your journey orchestration strategy.
Next blog will answer the question: What is the role of omnichannel marketing in customer journey orchestration? Stay tuned!
