European Biopharmaceutical Company
Service Provided: HCP Portal Solution
We have served a pharmaceutical and clinical-stage biotechnology company, established in Europe, specializing in the discovery and development of small molecule medicines with novel modes of action. They are pioneering biotech with a pipeline of innovative therapies to address unmet medical needs. Their ambition is to become a leading global biopharmaceutical company, focused on the discovery, development, and commercialization of innovative medicines that will improve people’s lives- thus expanding their operations in several European countries.
The biopharmaceutical company wanted to have a single platform for showcasing medical and commercial contents to HCPs (Health Care Professionals). This needed to be built very fast to align with their commercialization goals and launch on various EU countries. The portal would be their gateway to HCP target audience where the HCPs come to visit and learn about the specialized products, treatment guidelines, clinical outcomes, mode of action, functions, medical training materials etc. They also wanted to integrate an LMS (Learning Management System) for the HCPs under the same portal.
We developed and launched the main multi-country, multi-language supported HCP Portal for the biotech Pharma client, built on AEM (Adobe Experience Manager) – a leading Enterprise WCMS web content management system from Adobe). HCP Portals provide a solution for a single portal strategy for Pharma companies – a single place to serve all relevant contents targeting HCPs based on their specialty. We have also delivered very flexible, reusable components utilizing our rich component library (custom components leveraging & extending AEM Core components) that provides authors the ability to customize and change the contents on AEM to meet their objectives.
Figure: Workflow of the HCP Portal
We have also supported in defining a well thought out information & content architecture aligned with their SEO optimization goals. We have developed a flexible frontend framework on Storybook to provide responsive designs. All these activities have ensured an intuitive HCP user experience on the site as well as ease of use for the authors who work on & publish the contents on the pages.
On every site, there are 2 sections: Ungated & Gated. For the ungated section, the contents are on various therapeutic areas & disease awareness. The gated section is for HCPs to view and learn about products and specifications, safety, efficacy, and resources to learn more about it. They can also learn about the expert’s insight from the various health care professionals. To access the gated section of the site, we have employed an IAM (Identity and Access Management) solution via a CDP (Customer Data Platform) product. This manages user login, registration, and consent management for the HCPs of various EU countries. Based on the unique HCP ID, it gathers information from the IQVIA & Salesforce systems to build the HCP profile. Content personalization is a key pharma regulation in the EU, and we have devised state-of-the-art content access rules on top of AEM based on the logged-in HCP profile. This ensures the correct contents are available for the right HCPs matching their specialization.
Once the contents are ready and authored in AEM, a Medical, Legal and Regulatory (MLR) review is required via Veeva approval, where the necessary stakeholders check the website contents, digital assets & overall designs for compliance before publishing the contents on the portal. The MLR review process ensures all published contents on the portal are country-specific and compliant.
The Learning Management System (LMS) for HCPs was built using Moodle (which is a leading Opensource LMS platform) and integrated to the AEM HCP portal. Moodle is a learning platform designed to provide educators, administrators, and learners with a single robust, secure, and integrated system to create personalized learning environments. We built the HCP LMS solution to mainly train Healthcare Professionals (HCPs) by using different learning modules & activities, like questionnaires, quizzes, videos, PDFs, and slides.
We offered a simple solution via Iframe to Integrate the LMS in one site for the HCP’s because the client wanted to have a seamless experience for the HCP users and did not want to divert the traffic to a secondary portal. We developed country-wise courses in different localized languages. The courses were translated into all region-specific languages so that they can be used from different countries as well. We developed a new HTML5 plugin for playing Brightcove videos (the Client’s preferred Video management platform). The way it works is that the HCPs get the course URL from the CDP with a PIN via email (deep link). After authenticating the PIN from the CDP, the users will be seamlessly taken to the Moodle dashboard and view all the courses in that field and so forth. Even with the right authentication credentials, users can log in from the Moodle end and create users from there. The Moodle courses can also be accessed through some HCP portals, but some features may be restricted based on permissions.
Commercialization is a major topic in the highly regulated Pharma industry in the EU. There are many regulations that need to be adhered to during the design & development as well as during the content rollouts. Thankfully, we have brought our vast experience in this sector, having served major Pharma Clients in EU region and were able to serve the Client with a rapid launch of the HCP portal to align with their overall Omnichannel Marketing strategy & goals.
Currently the HCP portal is already live in several EU countries serving contents to the local HCPs. Commercialization targeting HCPs is a difficult activity, therefore the key focus was to provide an appealing & intuitive user experience; to provide up-to-date, relevant contents alongside many advanced features & functionality (events, webinars, LMS etc.). As HCP registrations on the Portal have increased since launching, this has resulted in an increase in attendance at medical events, virtual conferences and KOL webinars. Also, since proper marketing consents are captured in the user journeys adhered to GDPR rules, the Client can focus on Omnichannel marketing activities with ease of mind.