Case Studies

Transforming Marketing In The Pharmaceutical Industry

Lilly was founded in 1876, and is now the 10th largest pharmaceutical company in the world. Across the globe, Lilly has developed productive alliances and partnerships that advance the capacity to develop innovative medicines at lower costs. Lilly makes medicines that help people live longer, healthier, more active lives.

Challenges

Highly regulated industry No marketing materials allowed to reach the marketplace without explicit regulatory/legal review & approval Significant bottleneck at the regulatory/legal review board: huge volume, no visibility into upcoming schedules, 90% first-review reject rate Geographically dispersed project teams collaborating on production of all jobs, including external agencies that are heavily involved in all aspects of material development Little consistency across product s and brands, no consolidation of information Change in business process and strategy occurring concurrently with the deployment of an EMM platform

Approach

Leverage Workflow Manager to enforce a structured process for the ideation, development and review/approval of marketing materials Define explicit checkpoints along the work stream to dramatically reduce bad or incomplete data from reaching the regulatory/legal review board. Define electronic Job Jackets to manage all marketing tactics Enforce a common regulatory and legal review process across all brands with clear audit trail Facilitate the overall change management burden with both “curbside” and “virtual” one-on-one support via EMMCare services

Results

Deployed a structured material development and review process across all products and brands teams Gained visibility into regulatory/legal review schedules and resulting compliance data Centralized management and consolidation of marketing data Support and enablement of a broad change in business operating process and strategy

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