A Data-Driven Strategy
Challenge
Dechra Pharmaceuticals seeks to strengthen relationships with animal healthcare professionals by providing meaningful connections, professional development opportunities, and personalised learning experiences through initiatives like the Dechra Academy and its local websites, which offer valuable information and training for the effective use of Dechra products.
Solution
To address these challenges Dechra Pharmaceuticals partnered with MultiMinds to develop a comprehensive Customer Data Strategy and Roadmap. The approach focused on several key steps:
- Data Maturity Assessment
- The North Star Metric
- Customer Data Architecture
- Data Roadmap
- Customer Data Platform
Results
- 16 stakeholders involved across EU and US teams
- 36 month roadmap developed
- 2 CDP use cases live
- 1 new Digital Analytics framework
Why consider a Customer Data Platform
Transform your customer insights with CDP as a Service! Check out our video featuring Thomas Molenaar, Head of Digital Marketing at Dechra Pharmaceuticals, highlighting the key benefits of a Customer Data Platform.
“At Dechra, we’re striving to be a customer-centric organisation. Implementing the CDP helped us gain visibility into our customers, create comprehensive profiles, and provide better services.” - Thomas Molenaar, Head of Digital Marketing at Dechra Pharmaceuticals
The Challenge
Dechra Pharmaceuticals aims to foster strong relationships with animal healthcare professionals (AHCPs) by offering meaningful connections and opportunities for professional development.
The Dechra Academy, an initiative by the company, provides valuable information and training to AHCPs, aiding them in better diagnosing, monitoring, and treating conditions with the appropriate use of Dechra products. Dechra Pharmaceuticals also publishes content about their products on its two dozen local websites.
To fully realise this vision, Dechra Pharmaceuticals recognises the need to leverage customer data to offer personalised learning experiences to its users.
The Solution
To address these challenges Dechra Pharmaceuticals partnered with MultiMinds to develop a comprehensive Customer Data Strategy and Roadmap. The approach focused on several key steps:
1. Data Maturity Assessment
An assessment of Dechra's data maturity level was conducted across various domains, identifying gaps in skills, technology, culture, and other critical elements necessary to become a data-mature organisation.
2. The North Star Metric
A single metric that best captures the core value delivered by Dechra's digital channels to customers, was defined. This metric served as the foundation for setting objectives, enhancing data capabilities, and aligning business strategies.
3. Customer Data Architecture
The current data landscape was mapped, evaluating how existing technology supports Dechra's digital ambitions. Through this assessment, gaps were identified and areas requiring further development to support personalised learning experiences for users were pinpointed.
4. Data Roadmap
Based on the findings, a comprehensive data strategy roadmap and target operating model were developed. This phased approach outlined the necessary steps to increase both data and business capabilities, guiding Dechra's digital team towards achieving their ambitious goals.
5. Customer Data Platform
MultiMinds has helped Dechra Pharmaceuticals to implement and run a Customer Data Platform. The CDP is being used to provide consistent and tailored cross-channel communication to animal healthcare professionals.
“We want to offer a more personalised service for our clients. We want to be there as and when they need us, providing the right information at the right time through the CDP.” - Thomas Molenaar, Head of Digital Marketing at Dechra Pharmaceuticals
The Results
Implementing the tailored Customer Data Strategy and Roadmap enables Dechra Pharmaceuticals to transform its approach successfully further to leveraging customer data to enhance the Dechra Academy and other digital initiatives.
- 16 stakeholders involved across EU and US teams
- 36 month roadmap developed
- 2 CDP use cases live
- 1 new Digital Analytics framework
The company gained insights into its data maturity levels, identified key metrics for success, and developed a clear roadmap for future growth.
As a result, Dechra Pharmaceuticals is better equipped to offer personalised learning experiences to AHCPs, strengthening its position as a preferred partner in the animal healthcare industry.
Through the Customer Data Platform, Dechra Pharmaceuticals is combining online and offline customer touchpoints and using its Customer 360 to drive personalised customer experiences.
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