Driving Mental Availability with Recommendations: HCP 360 Omnichannel
To strengthen mental availability getting the omni-channel infrastructure was key to getting healthcare professional (HCP) recommendations, we enabled two key technological capabilities HCP360 and the activation of its intelligence across the channel mix to achieve optimal omnichannel engagement
650,000+
Unique HCP reach in Y1
20 %
Reduced data Harmonization pipelines
$ 139 M
Cost avoidance
Two key technological capabilities were enabled: HCP 360 and the activation of its intelligence across the channel mix to achieve optimal omnichannel engagement
Challenge
Driving stronger HCP recommendations required more than content — it required a unified digital and data foundation. the client needed to: - Establish a common data model capable of easily ingesting new data sources - Reduce reliance on ad hoc data development and costly harmonization work - Build a data foundation robust enough to support AI-driven, intelligent Next Best Actions (NBA)
Approach
The transformation centered on two connected capabilities within the Professional Hub: - Omnichannel activation. Activated HCP360's intelligence across the channel mix to optimize omnichannel engagement and strengthen mental availability through HCP recommendations. Common data model. Implemented HCP360 to enable a common data model, allowing new data sources to be ingested easily and reducing harmonization pipelines by 20%. - Federated data management. Eliminated the need for ad hoc development work through a federated data management approach. - Harmonization infrastructure. Deployed a harmonization of data ingestion, reducing costs and establishing a solid foundation for building AI models that power robust, intelligent Next Best Actions.
Result
By combining a streamlined, consolidated digital footprint with a common, federated data foundation, the company significantly strengthened its ability to reach and engage healthcare professionals at scale. HCP360's data model not only reduced operational overhead and cost, it created the intelligence layer needed to power smarter, AI-enabled Next Best Actions — turning omnichannel engagement into a genuine driver of mental availability and HCP recommendation behavior.
“HCP 360 brought insights to both Sales & Marketing functions and unified our approach to cycle planning”
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