Omnichannel strategy implementation
DermLab is an educational web platform for dermatologists that supports them on their learning journey.
It is also an integral component of the company’s omnichannel ecosystem which was developed as part of the overall project.
Case description
A client needed a comprehensive educational platform with a series of online courses designed for dermatologists.
This platform had to be integrated into the future digital infrastructure to support company’s omnichannel initiative.
The overarching goal was to enhance data synchronization, improve communication, and track engagement with HCPs across available digital channels.
DermLab was custom developed with the combination of React and PHP/Laravel as the primary tech stack, and later deployed on AWS.
The platform featured a registration module, user cabinet for personalized management, and an extensive array of courses.
During the registration process, doctors were required to provide personal data, and a proof of medical education. This information was then verified by the platform's administrator.
After registration, users gained access to courses composed of modules, each containing various learning materials such as PDF presentations, videos, articles, and concluding tests. Upon successful completion of a course, doctors received certification.
Omnichannel infrastructure
The company’s omnichannel infrastructure was built through the integration of Veeva CRM and DermLab platform with SFMC, enabling data synchronization and metrics gathering.
Additionally, SMS and email channels were set up in SFMC for engaging with the target audience. This was coupled with the creation of customer journeys for a personalized experience.
Customer Journey Examples:
Registration journey: The journey begins when a doctor provides personal data and a consent form. Once the data is verified, the doctor receives a welcome email containing information on how to start a course.
Course completion journey: This journey involves sending reminder emails to doctors, encouraging them to complete their course modules while emphasizing the benefits of certification. Upon completing the course, doctors receive a congratulatory message along with their certificate.
Engagement journey: Regular updates are sent via email, sharing information about new course modules, webinars, and other relevant content to keep doctors engaged with the portal.
Result
DermLab effectively addressed the company’s need for an educational platform for dermatologists, aligning with the omnichannel marketing strategy
The platform supports HCPs in enhancing their knowledge and skills in the field, and by offering certification upon course completion, which adds valuable credentials to their professional profiles.
DermLab became an integral component within the broader omnichannel ecosystem, providing the company with valuable insights into HCPs’ engagement.
