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Kyowa Kirin U.S.: Personalized Marketing at Speed & Scale
Applicable Industries
- Apparel
- Life Sciences
Applicable Functions
- Sales & Marketing
The Challenge
Kyowa Kirin, a large biopharma company based in Tokyo, Japan, was faced with the challenge of adapting to the digital shift in the industry, particularly in the wake of the COVID-19 pandemic. The company needed to deliver relevant content to healthcare professionals (HCPs) through digital channels, which had become the new standard for interaction in the field. The shift to digital engagement models required the company to create more content faster, while maintaining compliance and cost-effectiveness. The company also needed to harness data-driven insights to inform the content creation process and deliver personalized content at each stage of the customer journey.
About The Customer
Kyowa Kirin, Inc. U.S. is a large biopharma company headquartered in Tokyo, Japan. The company is part of the global Kyowa Kirin Group, a Japan-based global specialty pharmaceutical company. Kyowa Kirin U.S. is focused on creating new value through the pursuit of advances in life sciences and technologies. The company is committed to contributing to the health and well-being of people around the world by creating new value through the pursuit of advances in life sciences and technologies. The company's main focus is on delivering relevant and personalized content to healthcare professionals (HCPs) through digital channels.
The Solution
Kyowa Kirin addressed these challenges by leveraging agile operating models and modular content solutions. These tools allowed the company to adapt content on the fly, maintain compliance, and stay cost-prohibitive. The company also focused on building flexibility into their digital asset management systems and content creation workflows to stay relevant across the digital ecosystem. To drive more personalized content, the company harnessed data-driven insights to understand HCPs’ different personalities, preferences, and needs. The company also leveraged modular content to streamline the reuse of their key messages across new and existing channels, which enabled them to quickly adapt content to HCPs’ evolving needs while spending less time in medical, legal, and regulatory (MLR) review cycles.
Operational Impact
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