Analytics

Omnichannel Promotional Excellence

Tech-enabled insights, analytics and operations to establish and optimize promotional impact

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Data-driven digital transformation | Optimized engagement planning for patients, providers and payers | Dynamic recommendations and outreach execution

Sales, Marketing and Commercial Operations leaders are often challenged by the strategy and tactics that make an omnichannel vision 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. 

Patient Centricity Brochure cover

Omnichannel Promotional Excellence Brochure

Trinity Omnichannel Promotional Excellence 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 omnichannel 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 omnichannel 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 Omnichannel Promotional Excellence 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 omnichannel journey

Omnichannel Promotional Excellence 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

  • NBA Orchestrator

    A Next Best Action 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.
    Omnichannel NBA screenshot

    Trinity’s NBA 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

    Next Best Action / NBA Orchestrator Brochure cover

    NBA Orchestrator Brochure

  • 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.
    Marketing Mix Modeling screenshot

    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

Strategic Insights

Contextualizing the data to make sense of complicated omnichannel activity and identify best practices

Cross-channel Integration

Cross-channel Integration

A tech-enabled, data-driven view across all channels to show how different activities impact performance

Advanced Analytics

Advanced Analytics

A consistently aligned pan-organizational view across all teams and stakeholders

Omnichannel Activation Healthcheck

  • Identify opportunities
  • Enhance performance
  • Evaluate omnichannel operations

Trinity Life Sciences recognized in Gartner® Hype Cycle™ for Life Science Commercial Operations

Latest Omnichannel Promotional Excellence Intelligence

Webinars

Driving Commercial Success with AI: Build, Calibrate and Operationalize

Available On Demand

Now Available On Demand: In today’s cutthroat life sciences marketplace, commercial effectiveness in all its parts has never been so important.  From field force effectiveness to optimization of promotional investment through to Next Best Action implementation, tailoring the customer experience through content and tactics is the focus. Cross-functional coordination across teams and operationalizing at scale […]

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Webinars

A Practical Omnichannel Vision: From Strategy to Execution and Optimization

Available On Demand

The omnichannel-driven approach to promotional activity is being shaped by evolving dynamics in the life sciences market: What considerations should life sciences organizations make as they strive to advance their omnichannel capabilities? Come join Susheel Sukhtankar, Partner and Head of Commercial Analytics, as he hosts a lively discussion featuring a panel of Trinity experts, who […]

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Case Studies

Improving targeting precision and field force direction through AIML-based patient finding

Background Trinity’s Solution Project Outcomes Designed and deployed AIML models for three indications in 8 weeks Narrowed field team focus from >25,000 HCPs to ~1,000 highest priority HCPs Identified 100 high probability targets within first 2 months of launch At least 5 patients confirmed to be clinically on-label for therapy within first 2 months First […]

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Meet Our Omnichannel Promotional Excellence Experts

Gartner, Hype Cycle for Life Science Commercial Operations, 2023, Animesh Gandhi, 20 July 2023.

GARTNER is a registered trademark and service mark of Gartner, Inc. and/or its affiliates in the U.S. and internationally, Hype Cycle is a registered trademark of Gartner, Inc. and/or its affiliates and is used herein with permission. All rights reserved.

Gartner does not endorse any vendor, product or service depicted in its research publications and does not advise technology users to select only those vendors with the highest ratings or other designation. Gartner research publications consist of the opinions of Gartner’s Research & Advisory organization and should not be construed as statements of fact. Gartner disclaims all warranties, expressed or implied, with respect to this research, including any warranties of merchantability or fitness for a particular purpose.

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