Delivering Unique Customer Journeys for ViiV Healthcare
ViiV Healthcare is a global specialist HIV company established in November 2009 by GlaxoSmithKline (LSE: GSK) and Pfizer (NYSE: PFE) dedicated to delivering advances in treatment and care for people living with HIV and for people who are at risk of becoming infected with HIV. Shionogi joined in October 2012.
The company aims to take a deeper and broader interest in HIV/AIDS than any company has done before and to develop a new approach to deliver effective and innovative medicines for HIV treatment and prevention, as well as support communities affected by HIV.
ViiV is focused on building customer experiences for healthcare professionals and patients. With the amount of digital noise that physicians hear every day, the client needed a comprehensive and impactful solution which could target a smaller audience, providing the client with crucial information about its pharmaceutical therapies. The team wanted to identify those key moments of truth in which physicians face challenges.
Using Adobe Campaign and Adobe Audience Manager, ViiV and Merkle created an innovative experience by enhancing customer journey maps using digital engagements to determine audiences and then focused on key customer moments of truth. The segmentation allowed for a customized journey across email, websites, and ad campaigns delivering the right content, at the right time.
By collecting data across the channels, the team could customize messaging and content to identify the physician’s key challenges they were facing in that moment. Once physicians became aware of the new medicines, ViiV needed to provide compelling content to assist physicians with identifying appropriate patients. Each part of the customer journey was based on ViiV providing physicians with exactly the right data they needed at the right time. Within six weeks, the team was able to reach over 60% of the target audience providing physicians with essential information.