01 Case Background
This project was co-created by MeDomino and a European top pharma company. At the time, many of the company's original offline scenarios needed to move online, producing a large amount of internal data, while multiple channels urgently needed integration. Meanwhile, artificial general intelligence was emerging and big data technology was becoming more mature. The company realized that big data plus AI would be a major trend, and future marketing promotion would inevitably move toward digital intelligence.
They encountered many problems common during enterprise transformation:
- Traditional promotion methods no longer met current needs.
- Internal channels were complex and disconnected, with serious data silos across departments.
- Different departments struggled to align their understanding of HCPs, and strategy could not remain consistent from top-down planning to execution.
Based on these needs and pain points, we worked with the pharma company to build MeDomino's NICE solution, Next Intelligent Customer Experience. This solution aims to achieve all-channel integration and a full-process closed loop for precision marketing through digital intelligence methods.
02 Specific Solution
Problems require solutions, so MeDomino stepped in. We customized a customer-experience-centered NICE, or Next Intelligent Customer Experience, solution that achieves strategy-to-execution integration in three steps.
Step 1: Integrate Data
First, integrate existing internal data from multiple sources, supplement it with external data, namely HCP360 profile data obtained from public HCP channel data and algorithmic matching, and build a unified business data dashboard so users can quickly identify problems.
Step 2: Build Tags
Based on the integrated HCP data, build a tag system across product lines and business units, and develop a customizable HCP tagging platform. This allows business departments to expand, modify, and add HCP tags themselves as business needs evolve.
Step 3: Integrate Strategy and Execution
On top of the data platform and tagging system, a strategy center was built. Business users can complete audience package selection, strategy design, content selection, and omnichannel distribution directly in the strategy center, truly integrating strategy and execution.
03 Case Results
Five major outcomes stood out:
1. Internal and external HCP data were fully connected and integrated, enabling one report to show the full picture.
2. Data transparency across departments improved significantly, and understanding HCP information no longer depended only on asking someone else.
3. Channel investment for each individual HCP became clearly visible. Data replaced unsupported claims.
4. Marketing strategy shifted from broad and rough to personalized. Instead of acting first and adjusting later, teams could now target first and execute precisely.
5. Overall resource investment changed from channels and departments acting separately to decision-makers coordinating resources, considering the full picture, and finding the most effective channels and methods.
04 User Feedback
At the early stage of NICE launch, users gave it strong recognition: "I did not expect to see data at such fine granularity." Some even said, "This is truly impressive" and "Many strategy execution ideas we wanted before are finally possible." So, with a solution this NICE, why not try it?
