Putting the customer at the centre of attention with Digital Twin

What kind of value does Digital Twin add to your understanding of an HCP?

Any data that allows us to better understand our HCPs or doctors, wherever they might be: It will take into account congresses and meetings they’ve attended, emails they’ve interacted with, anything they’ve opened, where they’ve spent time, how many times they’ve seen a representative, how many times they’ve interacted with specific channels, and whether it’s digital, in person, virtual. We also look at where they’re focusing and spending time in relation to key therapy areas or products.

We’ve started small with this product and are trying to scale up fast. We began with four markets back in September, and now we’re up to nine. We’re only focusing on certain brands for now. The real value for us will come when we expand to include more outputs and brands.

Digital Twin obviously has an impact on our ways of working and how we conduct our business. But from a marketing perspective, you tend to have the interests of your brand at heart. When you’re on a brand team, your product is the most important thing to you.

If you think about what I’ve just described, that really is putting the customer at the centre, going to see them with the product we know they want to hear about, which will interest them, and which meets a need we know they are experiencing.