Pharma

All success stories start bitter. When the Client first came to us for an ecommerce consultation, their B2B distribution network seemed like a ball of yarn. Relying heavily on Salesforce CRM, the enterprise was constantly designing and integrating homegrown solutions to meet their business needs. Something that became a major stumbling block on their way to digital transformation in the pharma industry.

Over time, the seemingly “minor” problems with customer experience, product visibility, and compliance had accumulated into a challenge. The tech stack was hardly aligned with business logic; updates were painfully costly; and tech issues sprang up out of nowhere.

Having evaluated the Client’s business needs, Elogic has set out to untie this Gordian knot by suggesting Salesforce Commerce Cloud migration. It seemed like a natural step considering the Client’s prior positive experience with CRM and the heavy focus on sales. 

Hosted in the cloud, SFCC is inherently scalable, which is exactly what the Client has been looking for, allowing the B2B brand to grow in terms of functionality and scope whenever needed.

Elogic helped with system setup and data migration, delivering this project phase in sprints even at night. This way, replatforming was implemented with minimal downtime, which was essential given the fragile nature of pharma products.

Optimizing customer experience (CX) is the north star on all digital transformation roadmaps in pharma manufacturing. For the Client, it was of utmost importance to align CX with the pharma compliance standards.

That’s how Elogic came up with a B2B procurement portal. As any B2B pharmaceuticals distributor, the Client sells both prescription and over-the-counter drugs subject to a number of government regulations and licensing policies. Pharma customers (patients, physicians, pharmacies, etc.) also undergo an intricate process to access the drugs, track batch IDs, and search the catalog.

The new B2B customer portal is login-based, opening registered users to custom prices and restricted catalogs. Drugs are accessible based on user profiles and authorization credentials.

Since the Client was dealing with pharmaceuticals with varying shelf life, it was doubly important to ensure real-time visibility of what products were available at a certain moment and in what amounts. 

The Elogic team integrated their Salesforce CRM with a PIM system, enhancing the product info to facilitate turnover of drugs in stock. We’ve built a custom connector and customized the interface to ensure seamless interaction.

Accurate analytics can be a real game changer in the pharma industry. Marketing and sales draw insights on consumers profiles, thus enabling more precise targeting. The enterprise may link and analyze data from insurance claims, clinics, labs, and more to generate real-world evidence about a drug’s efficacy.

For the Client, Elogic integrated the AI-based Einstein Analytics to empower the sales team. The siloed data transformed into a new, unified flow informing the enterprise of ‌past purchases and future sales predictions. The Client now leverages business intelligence insights gathered from ERP, CRM, and external sources to obtain a 360-degree view of the market and optimize planning and execution.