Digital Audit, Strategy and Roadmap for the Healthcare Giant
Background:
The client company, is a leading global manufacturer and distributor of dental products.
Challenges:
The company had grown exponentially over the past decade thanks to multiple acquisitions; which created duplicate systems, and accumulated a lot of technical debt. The Company sought to audit and assess their current digital maturity, as it faced significant challenges stemming from disconnected data sources and suboptimal sales and marketing workflows.
The team also needed a clear roadmap for their target-state digital ecosystem that included recommendations around consolidating and rationalizing more than a dozen platforms and multiple vendors across 15+ brands. The company’s MarTech ecosystem including CMS platforms, E-commerce stacks, CRM, Marketing Automation, ERP, Data Warehousing and clinical education platform were all fragmented; which led to inefficient business processes, inconsistent marketing campaigns and suboptimal decision-making. Especially, the dealer (i.e. Distributor) sales data were not being captured in the CRM efficiently, leading to difficulty in understanding attribution models and gaining insights into customers’ journey.
Value Delivered
The Neutrino team collaborated very closely with client’s leadership team to help drive the business change and achieve their goals by providing a clear and actionable roadmap for critical business systems.
CX Opportunity Assessment
The digital maturity audit revealed the key gaps as well as opportunities to build an architecture that will support improved Customer Experience (CX) by rationalizing outdated and duplicate systems, and integrating key MarTech platforms.
Roadmap for Digital Transformation
The strategic approach helped provide detailed recommendations and a clear roadmap for their marketing technology ecosystem and helped in building a scalable and sustainable architecture.
Improved Stakeholder Alignment
The workshops organized by Neutrino team helped in aligning the leadership and key stakeholders towards a shared vision for the digital transformation charter and ensured a strong commitment and support for the change management plan.
Solution:
The Neutrino team conducted a detailed needs assessment and MarTech audit of the company’s existing stack. Through various stakeholder interactions and conducting multiple workshops, we were able to align on the gaps, key opportunity areas and finally prepare a blueprint for target-state architecture. Another nontrivial part of our engagement was to socialize the recommendations for target state architecture and gain consensus among key stakeholders.
The Neutrino team also worked on creating a detailed roadmap that will drive digital transformation over the period of 18 to 24 months, moving the company’s digital maturity along the way for a robust MarTech ecosystem.
The initial engagement also paved the way for an implementation (Phase 2 phase), that consisted of the activation of key initiatives.
Provided Strategic Vision and Target State Architecture Prepared Marketing Technology Stack Recommendations and Roadmap At the company, our approach integrates the strengths of both human and technical capital. For the Technology teams, we’re streamlining focus to a few key platforms and programming stacks to build enduring solutions. Meanwhile, Sales and Marketing teams are set to benefit from optimized processes that leverage champion tools to reduce errors, accelerate market response, and simplify daily operations. Our technology strategy and recommendations are designed to build on these existing assets, ensuring a cohesive and sustainable path forward.
A Center of Excellence (COE) is crucial for steering and maintaining effective change management throughout digital transformation efforts. By establishing a well-organized COE, organizations gain a dedicated team that centralizes best practices, frameworks, and resources to guide and oversee transformation efforts. A COE focused on change management plays a pivotal role in aligning digital initiatives with strategic goals, promoting uniform practices, nurturing a culture of adaptability, and significantly boosting the success rate of digital transformation projects.
Technology:
Hubspot, IFS and P21 ERP System, IFS and HubSpot CRM System, HubSpot Marketing, Azure Data Warehousing, Clinic Education Program
About Neutrino Advisory
Neutrino Advisory is a leading Digital Strategy, Advisory, and Marketing Technology company dedicated to helping businesses navigate the digital landscape and achieve lasting success. For more information, visit www.neutrinoadvisory.com or write to us on hello@neutrinoadvisory.com