Putting customer centricity at the heart of Lundbeck’s digital transformation
For over 70 years, Lundbeck has been at the forefront of neuroscientific research, developing and bringing-to-market some of the most prescribed therapies for brain diseases globally. The work they do, and the products they release, have never been more needed.
Demographic ageing means the number of people with dementia is set to double every twenty years – with nearly 150 million people expected to have dementia by 2050. And a growing recognition of the importance of mental health means that many more people are thankfully liaising with their health care professionals to access help.
With good reason, the pharmaceuticals sector is a highly regulated, highly sensitive industry, with limits and legislation affecting which products can be released, when, and in which markets. And in such a context, where health care professionals are bombarded with information from different vendors, it can be a challenge to break through the noise.
The digital transformation at Lundbeck started before COVID – but picked up pace during the pandemic. One of the key focuses related to becoming more customer centric and being able to segment, understand, connect, and engage with their three main target groups – healthcare professionals, patient advocacy groups, and other stakeholders, such as payers. But this is easier said than done – it’s not just about tech, but about teamwork: bridging complexity across different functional teams and regions.
“Customers’ expectations have changed in many industries, and pharma is no exception. With a Salesforce solution such as the digital platform we helped build, Lundbeck is able to plan, run campaign and engage with customers in a much more targeted way."
Thomas Andersen, Nordic Deloitte Digital Leader and European Salesforce leader.
To make this a reality, Lundbeck worked with Deloitte on creating and implementing the right solution that would move Lundbeck from multichannel to omnichannel engagement with their customers – particularly, in this instance, with physicians. At the same time, there was a need for better data to evaluate which messages, campaigns, and communications would resonate with their different customers. To truly realise the transformation from a multi to an omni, customer-centric model, Lundbeck needed both a marketing execution platform – weaving together segmentation, data, and CRM technologies into an integrated platform – and a concomitant change in ways of working, to get the most out of this.
Helping Lundbeck get to where they wanted to be required not just new technological solutions, but also shifts in ways of working and approaches. Deloitte leveraged our tech know-how – and our alliances with partners in the field. On top of this, we helped with implementation. Standardised, more efficient processes across departments. Providing frameworks for continuous internal training, and a route through which to drive and align Lundbeck’s global commercial transformation. A tech-enabled platform was one part of the puzzle – but so was utilising it to its full potential, which is why we have been collaborating for over two years now on the implementation.
The solution Deloitte helped implement is being used to drive campaigns for multiple products, starting with a number of prioritised markets – ensuring that whenever a health care professional contacts Lundbeck, a tailored customer and marketing journey is defined for that professional. On top of this, our solution gives Lundbeck the tools to use its own database in a more segmented and sophisticated way when reaching out to pre-existing contacts.
“Lundbeck is a global company and we are working on the balance between centralised campaigns and localisation when it comes to customer engagement. It has been and continues to be a learning journey to embark on new technology – communication is key and cascading information is essential to get support from management, to get buy-in, and to be successful with the implementation."
Catherine Courtin, Senior Vice President, Global Strategic Marketing, Lundbeck
Within a specialised market, Lundbeck is itself a particularly specialised firm – and it is partly for this reason that the need is so strong for a flexible, digital, and data-driven platform. Helping Lundbeck to transition from a local approach within affiliates to a more global approach, so as to support and digitalise their customer engagement, the work has since expanded and spread to multiple countries Lundbeck operates in. And this work isn’t just technology – it spans from operating and setting up the integrated marketing platform, and weaving together different technological solutions, to offering ongoing support to Lundbeck to activate their transformation.
Lundbeck’s purpose is to restore brain health so every person can be their best. But if the right medicines aren’t on the radar of healthcare professionals, patients will continue to suffer – unnecessarily. This is what drives our collaboration. It is a privilege for Deloitte to be part of Lundbeck’s journey to ensure more people receive the right product at the right time – getting the help they need to live their best life.