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Indegene helps enable server-side tagging for a leading global life sciences organization
The Customer
A leading global life sciences organization renowned for its innovative drug discovery and development, especially in genetics-based therapies, was grappling with how to prioritize first-party data over the more traditional third-party-centric approach. With a focus on treating serious medical conditions, such as eye diseases, allergic and inflammatory diseases, cancer, cardiovascular and metabolic diseases, and infectious diseases, this life sciences leader recognized the necessity of investing in first-party data strategies for personalized healthcare professional (HCP) communication.
Challenges
Gain better control over data: The organization sought to centralize and manage its data more effectively. To achieve this, they aimed to consolidate HCP interaction data from various sources into a single, secure environment. Centralizing these data would enhance their ability to oversee and manipulate data directly, leading to improved data accuracy and more relevant insights for their marketing and communication strategies.
Reduce reliance on third-party cookies: The organization sets a goal to transitioning from third-party cookies toward first-party data-collection methods. Achieving this would ensure their marketing efforts remained effective despite the phase-out of third-party cookies, while also complying with privacy regulations. By leveraging first-party data collected directly from their own digital properties, the company aimed to maintain robust and compliant data-driven marketing practices.
Implement a regulation-compliant and trustworthy solution: The organization aimed to deploy a solution that was fully compliant with regulations such as GDPR and CCPA, ensuring legal compliance and building trust with their stakeholders. By implementing secure data handling and storage practices, they wanted to ensure that their data management processes were legally compliant and ethically responsible.
The Solution
Indegene followed a comprehensive three-phased approach to help the organization achieve its goals of better data control, reduced reliance on third-party cookies, regulatory compliance, and enhanced data privacy and security.
Phase 1: Infrastructure setup and data layer enhancement
Indegene deployed a Google Cloud Platform instance to host the server-side Google Tag Manager (sGTM) container, ensuring scalability and compliance with life sciences industry standards.
Custom sGTM templates, specifically designed for life sciences companies, were implemented to expedite the initial setup.
A workshop was conducted to determine the priority of APIs to be migrated to the server side and to identify the personally identifiable information (PII) that required management.
The existing data layer was enhanced to capture granular HCP interactions across therapeutic areas using a proprietary schema optimized for life sciences companies.
Secure server-to-server connections were configured between the sGTM and the internal data warehouses of the organization, enabling real-time data enrichment without compromising security.
Phase 2: Server-side tag migration and API integration
The migration of critical tags to the server-side environment was prioritized, starting with Google Analytics 4 (GA4) and Adobe Analytics for core measurement.
Custom server-side clients for GA4 and Adobe were implemented, leveraging accelerators to ensure data consistency during the transition.
Bespoke server-side scripts were developed for advanced data redaction and transformation, addressing specific requirements for different global regions and therapeutic areas.
A custom server-side solution was implemented for handling potential adverse event reporting data, ensuring compliance with pharmacovigilance requirements.
Secure server-to-server connections were configured between the sGTM and the internal data warehouses of the organization, enabling real-time data enrichment without compromising security.
Phase 3: Advanced configuration
An anomaly detection accelerator was deployed to monitor data quality and flag inconsistencies in real time during the migration.
A sophisticated consent management system was implemented on the server side, allowing granular control over data sharing based on user preferences and geographical regulations.
Advanced server-side logic was configured for cross-domain tracking and identity resolution, which is crucial for understanding HCP journeys across multiple branded and unbranded properties.
Outcomes
The comprehensive solution provided by Indegene helped the organization gain more control over their data, ensuring that the data were handled in a more compliant and secure method without compromising the ability to personalize HCP experiences. This enabled the organization to achieve a better understanding of the digital behavior of their HCP audience, as well as their content and channel preferences. The solution also enabled the marketing team to activate personalized journeys for segmented HCPs across a preferred channel mix, resulting in a significant increase in conversion events over website and email in the US market.
25%
reduction in time-to-market because of the scalable API framework accelerator
20%
reduction in exposure of PII to third-party vendors
100%
compliance with GDPR and CCPA regulations in data-handling processes
