GSK’s B2B customers such as Tesco, Lloyds Pharmacy & Boots receive rebates on volume-related order metrics. Customers were logging into an outdated system which lacked basic functionality and lacked integration into GSK’s tech stack, meaning utility and therefore engagement was low.
The GSK brand team and senior leadership saw an opportunity to create and scale a bespoke software system that would address bottlenecks in the process whilst enhancing their customer engagement.
GSK recognised that creating a cloud-based platform with integrations that drove functionality was key to providing real-time, accurate, sales information to both clients and management, yet moreover – the centralisation of data and enablement of automation & analytics. Early on it became clear a key business outcome was to enable software automation so the transformation of internal and client processes was realised.
At the same time, the buyers user experience was suboptimal with no user group considerations. A lack of functionality meant that there was low engagement from buyers, with few logging in besides to submit orders. Needs needed to be mapped, behavioural assumptions challenge and stakeholders brought together to streamline services delivered whilst updating the front-end to reflect the growing expectations from digital products.
Our heritage in delivering software products & integrations into the healthcare & pharma sectors meant we were a natural partner to replace an existing customer-facing web portal.
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