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Author's profile photo Carol Mackenzie

Focusing Healthcare on the Needs of Each Patient While Growing Sales

The global life sciences industry is currently undergoing dramatic changes.  With greater access to personal health information and health science information in general, patients are better informed and want to participate more fully in their own care.  Both patients and payers are demanding personalized, cost effective treatments with superior and proven outcomes.

Today’s more empowered patients want a  direct connection to physicians and providers across a broader array of channels – from call centers, email, and faxes to web portals and mobile applications.  They want detailed information that they can readily download on the most efficiacious and efficient treatments.  And they want experiences and education that are highly personalized and consistent across all channels.  To compete, life sciences firms must tailor communication specifically for each patient and business partner.

As new market conditions and customer behavior increase the importance of deep customer engagement across the value chain, life sciences companies need business technology that is cohesive and fully integrated and addresses the specific needs of patients, physicians, and producers.  With this technology, they can more readily reimagine their strategies for marketing, communication channels, and customer engagement.  An integrated customer engagement and commerce (CEC) solution supports patient-centric marketing, campaign management, web channel management, sales and service.  SAP hybris solutions provide CEC collaboration across the value chain, leading to:

  • Increased revenue – by making it easier to find and reach new customers, enter new markets, provide a catalog of saleable items, and eliminate lost orders
  • Increased working capital – by removing slower-moving and obsolete inventory, lowering days of inventory stock outstanding, and reducing cost of sale
  • Lowered costs – by eliminating third party distribution expenses, and decreasing holding costs, customer service costs, and the costs of managing customized and third party e commerce solutions that are disconnected from each other

With the market leading omnichannel commerce solution, the SAP hybris portfolio also provides marketing, customer service, product content management functions.


As life sciences companies redesign their role to create superior patient and customer outcomes, it is time for a unified process approach that spans commerce, marketing and service to create a single view of customers, products and revenue.  I encourage you to visit for more information, or reply to me directly to continue the conversation.

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