GlaxoSmithKline (GSK) has entered into a partnership with Infosys to optimize digital channels across its global consumer healthcare and pharmaceuticals business lines. The partnership in association with Fabric Worldwide, a WPP company, will simplify and improve effectiveness of how GSK delivers digital engagement with consumers and healthcare professionals. Through this partnership with Infosys, GSK will create 'Global Digital Services' (GDS), a new shared service which will drive standardized processes and sharing of best practices in creating and securely delivering information, across multiple digital channels.
The service will utilize the 'Digital Marketing Platform', built by Infosys in partnership with Fabric Worldwide. This brings together the best of technology and marketing expertise, on a unified platform, delivered on the Cloud. The proprietary BLUE (Build, Listen, Understand, Engage) framework of the 'Digital Marketing Platform' will allow GSK to quickly build digital assets and listen to consumers across an array of digital channels. GSK will be able to use the platform's advanced analytical capabilities to better understand consumer segments and leverage audience insight to deliver an engaging brand experience. The platform will allow teams to collaborate through superior work flow capabilities, and foster re-use of digital assets. Infosys, in partnership with Fabric Worldwide, will also provide specialized digital marketing services, around brand and agency liaison, and advanced analytics to enable GSK to improve the effectiveness of digital media want. Global Digital Services will enable us to provide globally standard processes, scalable assets and advanced analytics to support better and more efficient engagement with these external audiences. Infosys and Fabric bring important and complementary capabilities to give us the potential to make a real step forward in this area."
Mr. Dheeshjith V G senior president and global head of Life Sciences at Infosys said, "For pharmaceutical companies, driving digital transformation, globally across the organization to achieve rapid growth and deepen customer engagement, is very important. In the coming years, pharmaceutical companies will be heavily leveraging digital media to connect with their sales force, customers, physicians and key opinion leaders in the industry. Infosys, with its in-depth life sciences industry knowledge, robust cross-industry experience and cutting edge technology expertise, has partnered with WPP to build the foundation for the global digital transformation initiative at GSK."
Mr. Samson David, vice president and global head - Business Platforms, Infosys, said, "Companies, today, spend a significant part of their time streamlining their digital processes with little focus on engaging with stakeholders. Our partnership with WPP brings the best of marketing and technology together to create the next-generation Digital Marketing Platform."
Author Name-Ritu Pal (Marketing Executive)
Organization - Bioinformatics Institute of India.
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