Life Sciences | Case Study
Building the data foundation for connected customer experiences at P360
Using Tamr Mastering, P360 helps a top pharmaceutical company obtain golden records to drive multi-touch customer marketing initiatives
P360’s customer, a large pharmaceutical company, needed to create a solid data foundation of accurate records that would allow for better marketing to healthcare providers and improved engagement.
With Tamr Mastering, P360’s customer obtained trusted records in weeks, allowing them to power their CRM system with accurate data and drive multi-touch marketing initiatives.
When a major pharmaceutical company approached P360 for help with a digital transformation project aimed at better reaching the medical providers they count as customers, P360 realized that building a solid data foundation with a modern master data management (MDM) solution was the first step.
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One of the customer’s challenges was master data management,
which was the core component of rebuilding their data infrastructure. Everything revolves around data so not having a solid data infrastructure is a non-starter. Without it, you can’t compete, you can’t understand your customers and how they use your products,”
CEO of P360, a technology solutions
provider for the pharmaceutical industry.
To develop that foundation of trusted data, P360 turned to Tamr Mastering. By using Tamr Mastering, the pharmaceutical company is quickly unifying internal and external data on millions of health care providers to create golden records that power downstream applications, including a new CRM system.
Quickly obtaining clean customer data at scale with the cloud
Like other business-to-business companies, P360’s customer has diverse and expansive data from a variety of sources. From internal data like physician names and addresses to external data like prescription histories and claims information, this top pharmaceutical company has 150 data sources to unify and master to get complete views of their customers. This includes records on 1 million healthcare providers (as well as 2 million provider addresses) and records on the more than 100,000 healthcare organizations.
- Building a data foundation to help their customer develop targeted marketing campaigns
- Combining internal and external data to form trusted customer records
- Quickly cleaning millions of records in months to meet a tight deadline
- Rules-based tool struggled to provide fast time to value, handle volume of data
“Keeping track of all that data and maintaining each record individually is quite the task and we’re happy to have Tamr helping us with that,” Nandwana said.
In addition to the challenge of mastering multiple data sources, the customer needed the project finished in six months. Given the tight timeline and volume of data, P360 realized it had to swap its in-house rules-based tool for a cloud-based machine learning MDM solution like Tamr Mastering to meet the deadline. With Tamr Mastering, P360 was able to provide its client with quality provider records in six weeks.
- Mastered 150 data sources to create golden customer records
- Cleaned and curated records on 1 million healthcare providers and 150,000 healthcare organizations in six weeks
- Powered new CRM system with quality, trusted customer records containing unique IDs to drive multi-touch marketing initiatives
“For the modern data platform, cloud is the only answer. To provide the scale, flexibility and speed that’s needed, it's just not pragmatic to leverage other infrastructure. The cloud gives us the opportunity to do things faster. Completing this project in a short amount of time was a key criteria for success and that would have only been possible with the cloud. Using it was an easy decision,” Nandwana said.
Tamr Mastering provides data product templates, including one for healthcare provider mastering, that allow organizations to create custom data products by mastering their data. By using the cloud and pre-trained machine learning models, Tamr Mastering lets organizations quickly create a single, unified, accurate view on customers, suppliers, patients and other key data entities. With Tamr Mastering, P360 helped their customer master millions of provider records in weeks and create golden records containing unique customer IDs as a consistent identifier and single source of truth.
Having golden records allows the pharmaceutical company to feed their new CRM system with accurate, high-quality customer data for more effective sales and marketing campaigns. For sales representatives, being able to access golden records and see if providers are engaging with marketing material and what kind of medicine they practice helps with potential sales opportunities. For marketing professionals, these records are being used in analytic projects around honing engagement strategies.
"Our customer is investing a lot to build this omnichannel journey to engage their customers. But they also want to leverage the same master data and the same customer IDs to do other analytics around understanding their customers and do things like improve their messaging. Mastered data from Tamr is very important to meeting these business objectives,” he said.
Fixing the data problem early on to generate impactful business outcomes
P360 understood that prioritizing MDM as part of the digital transformation project would make achieving the outcome – obtaining trusted data for their customer to improve provider engagement – much easier. Feeding their customer’s new CRM system with inaccurate data from multiple, siloed sources would significantly reduce the pharmaceutical company’s investment in the technology and fail to generate impactful business outcomes.
“We knew early on that if we didn't fix the data problem
we weren’t going to meet our end goal.”
- Anupam Nandwana
"We knew early on that if we didn't fix the data problem we weren’t going to meet our end goal. We knew that mastering these customer records would alleviate that pain and make our downstream journey easier. We wanted a solution that can quickly provide value to the customer and saw that in Tamr. And we’ve had a really good success with it,” Nandwana said.
Impressed by Tamr’s fast time to value and ability to handle the complexity and volume of their customer’s data, P360 is looking into using Tamr Mastering to clean and curate other customer’s medical provider data.
"Tamr has done a great job in building a product that’s the future of the modern data platform. Many vendors have tried to do this but they’re stuck with their legacy infrastructure, technology or architecture. Tamr’s not like this. It’s built to use current technologies like the cloud and machine learning,” Nandwana said.
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