Analytics
Customer Engagement
Tech-enabled insights, analytics and operations to establish and optimize promotional impact
Sales, Marketing and Commercial Operations leaders are often challenged by the strategy and tactics that make a customer engagement real.
These initiatives are complex, inherently technical and impact departments across the organization.
Alignment and cross-functional collaboration at scale is needed—and so is a focus on foundational efficiencies and change management coupled with strong governance. The knowhow that comes from knowledge and experience is essential.
4 C’s of Customer Engagement
Customer
Who are you trying to reach and what do you know about them?
Channel
What are the optimal channels to reach my customers?
Content
What is the optimal content to deliver to my customers?
(This isn’t just about brand messaging; think long- vs. short-form, cost/affordability vs. clinical data.)
Cadence
What is the “right” frequency and sequence of content/channels to achieve the desired customer engagement impact?
Customer Engagement
Brochure
What is Omnichannel?
A customer-centric strategy leveraging technology, data and analytics across functions to optimize cross-channel engagement.
Trinity Customer Engagement
Trinity Customer Engagement provides a one-stop shop for commercial teams—a suite of flexible, transparent, scalable solutions:
Strategy & Structure
- Create roadmaps and playbooks to align all stakeholders to customer engagement goals
- Establish analytics-ready commercial data sets for use in downstream applications
- Ensure fundamental data strategy and infrastructure is in place to build and fully utilize more complex long-term initiatives
Execution
- Orchestrate the execution of digital and personal touchpoints (e.g. Next Best Action, Dynamic Targeting, Alerts) with flexible implementation—hosted in your environment or by Trinity
- Support recommended actions and implementations with Trinity expertise
Measurement & Optimization
- Continually measure and track customer engagement and campaign performance
- Leverage TGaS Advisors, a division of Trinity, industry benchmarks to enhance marketplace understanding, justify changes in investment and assess not only how each channel performs—but how that performance compares with peers
- Analyze all personal and digital promotional channels, message types and vehicles that are part of a brand’s overall customer engagement strategy
- Optimize investments across promotional tactics based on brand goals and stakeholder needs
- Compare different Sales and Marketing tactics of varying investment levels to see which are most productive
- Evaluate the impact of changes made—not just on overall ROI, but in the context of the brand’s goals and objectives
Trinity’s experts are thought partners to clients, offering a high-touch service model and a network of expertise across therapeutic areas, lifecycle and geographies.
Clients are able to:
Trinity’s Customer Engagement offering delivers tools and support to advance commercial teams to the next level.
- Multiple deployment options customized to client preference and availability of internal expertise and technology infrastructure
- Industry benchmarks that contextualize marketing team structure, expenditure and performance against peers
- Easy integration with existing sales and marketing ecosystems, marketing agencies and internal teams across a wide range of channels, tactics, etc.
- Responsiveness to a continuum of need, from a single use case to multiple solutions and/or analytic support services
- UI-based analytics workbench to facilitate Marketing Mix Modeling (MMM), optimization and simulation of different investment scenarios
- Transparency to methods and approach throughout the entire process
- A foundation to facilitate scaling to multiple brands across the portfolio and at any point in the customer engagement journey
Customer Engagement offerings are connected and integrated:
Commercial data management tools
Technology solutions with advanced analytics and AIML methods
Business Intelligence tools and pre‑built dashboards
A variety of support models leveraging expertise from life science commercialization experts, data scientists and technologists
Technologies that can be leveraged as self-service tools or fully managed by experts from Trinity
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CE Orchestrator
A Customer Engagement program finds the right customer, the best message, the right channel and the appropriate outreach timing/sequencing for each customer in order to achieve brand goals. It is the process and methodology of building a more personalized customer experience.
Trinity’s CE Orchestrator offering provides:
Omnichannel Breadth
A fully orchestrated solution encompassing digital and personal touchpoints, providing a combination of suggestions and recommendations
AIML Predictions
AIML models identifying the next best channel, content and cadence with the objective of improving customer engagement and maximizing brand performance
Business Knowledge
Tailored trigger solutions, designed using AIML methods and business team insights
Flexible Deployment
Transparent, end-to-end solutions deployed in the client environment with flexible, UI-based configuration to support evolving client needs, designed to work with existing cloud or analytics applications
Dashboards
Continuous measurement of model performance, drift monitoring and campaign response deployed
Model Monitoring
Ongoing support on ML pipeline deployment, automation and management—as well as continuous model monitoring and maintenance, including re-training and delta training
CE Orchestrator Brochure
- Omnichannel Insights
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MMx Studio
Marketing Mix (MMx) modeling helps commercial teams measure and optimize promotional investments across different channels to maximize ROI and improve customer experience. This data-driven process utilizes sophisticated analytic models to evaluate the impact of each channel, empowering commercial teams to develop, simulate and optimize investment scenarios. It takes an omnichannel perspective, recognizing the importance of integrating various touchpoints to create a seamless and cohesive customer journey.
Trinity’s MMx Studio offering provides:
Stakeholder Perspective
Cross-functional stakeholder engagement analyses to build a complete view of past, present and future strategies and tactics
Industry Benchmarking
Integrated insights from TGaS Advisors to navigate a crowded marketplace—calibrate cost and allocation, identify areas of excellence, capture opportunities for improvement and pinpoint white space
Analytical Expertise
Best-in-class analytics and AIML to support exploratory data analysis, data transformation and a variety of modeling techniques
Technology Enablement
Scalable and automated MMx Studio offers modeling flexibility and intuitive UI to enable end-users to self-service ongoing model development and training, simulation and insights generation
Transparency
Transparency to methods and approach throughout the entire process providing facilitated internal ownership to modeling
Flexibility
Multiple deployment and support options to limit disruption and bring immediate value
Strategic Insights
Contextualizing the data to make sense of complicated customer engagement activity and identify best practices
Cross-channel Integration
A tech-enabled, data-driven view across all channels to show how different activities impact performance
Advanced Analytics
A consistently aligned pan-organizational view across all teams and stakeholders
Trinity Life Sciences recognized in Gartner® Hype Cycle™ for Life Science Commercial Operations
Case Studies
Next Best Engagement Recommendation System
A large biopharma customer wanted to optimize their digital channel strategy and outreach to most effectively engage with HCPs
Rep-Centric Field Force Tool
A midsize biopharma client wanted to create a rep-centric tool to help them understand their targets and map against current performance and gaps, identify changes in market scenario, manage schedules, prioritize targets and deliver contextual content
NBA Insights Solution
As part of an enterprise-wide Digital Transformation initiative, our client was looking to optimize effectiveness of marketing execution channels—and maximize clinical and commercial outcomes—by personalizing campaigns through engaging HCPs with the most relevant content (safety, efficacy, support, etc.)
Dynamic Targeting Solution
A large biopharma customer wanted to develop a dynamic targeting solution for HCPs in a particular market
Early Adopter Identification Engine
In order to plan and efficiently utilize their sales and marketing efforts, a mid-sized biopharma client wanted to identify HCPs likely to adopt their drug in the early stage of launch
Latest Customer Engagement Intelligence
Blog
What Does “Good” Look Like in Customer Engagement?
First, what does “omnichannel” mean in life sciences? Omnichannel is a customer-centric strategy leveraging technology, data and analytics across functions to optimize cross-channel engagement. So, why is it so hard to achieve effective customer engagement impact? There are some companies that have achieved intended outcomes when deploying “Omnichannel” and embarking on a “digital transformation” – […]
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Webinars
Who “Owns” the Customer in Customer Engagement?
Available On Demand
In your company, is it Sales, Marketing, Analytics, Operations, Medical…? If you are struggling to answer this question, you are not alone. With the rising adoption of digital and virtual approaches to customer engagement, companies are facing more complexity in commercialization. Organizations that lack clarity find that achieving the desired impact from customer engagement strategies […]
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Webinars
PMSA & Trinity Life Sciences: Effective Customer Engagement Models in the “New Normal”
Available On Demand
Today’s “New Normal” is a constant effort to optimally reach and engage rapidly changing customers by applying novel approaches to democratizing and transforming data. Join Nancy Phelan, SVP & Head of Customer Engagement (CE) at Trinity Life Sciences for an in-depth investigation of CE models that work, including insights from a new landscape study on […]
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Meet Our Customer Engagement Experts
Nancy R. Phelan
Senior Vice President & Head of
Customer Engagement
Kevin Francis
Partner,
Customer Engagement Strategy
Jerry Luciano
Vice President,
Omnichannel Marketing
If you have any questions, we’re here to answer them.
We look forward to helping identify solutions for you.