DOC Generici chooses Trueblue for optimizing its Customer Engagement process towards Digital Transformation

DOC Generici, an Italian company leader in the generic drugs sector for twenty-five years, shifts into Digital Transformation optimizing its Engagement processes together with Trueblue, a leading provider of Customer Engagement, BI and Artificial Intelligence solutions for the Pharma & Life Science industries.

With an ex-factory turnover of approximately 254 million euros in 2020, DOC Generici ranks tenth in terms of values and seventh in terms of units in the ranking of pharmaceutical companies in Italy (IQVIA data). The company, which covers 13 different therapeutic areas and has over 540 products, counts about 70 employees working at the Milan headquarters and 140 collaborators, divided between Area Managers, Key Account Managers/Public Affairs and Medical Sales Representatives distributed throughout the country.

The added value of the company lies in the strong sense of social responsibility guided by ethical principles of fairness, transparency, people care and quality of services and products. In a recent article in Sole 24 Ore, DOC Generici strongly emphasizes this point, talking about how the digital transformation of healthcare – boosted by the pandemic – is now capable of enhancing the central role of patients in the therapeutic pathway. Hence, the company's response to this challenge, or rather the desire to:

“Work on a new digital humanism that supports physicians and pharmacists in a new form of communication and relationship with patients”.

In this context, the company has chosen to equip itself with innovative solutions capable of responding to current needs. Thanks to Customer Insights powered by Microsoft, DOC Generici will be able to get closer to HCPs, pharmacists and patients by pursuing a renewed and targeted communication process, aimed at establishing lasting and concrete relationships. As a matter of fact, the solution permits to analyze and understand users’ behavior on different touchpoints i.e. email, social channels, events, calls, etc. and to have holistic view of data thanks to analytics available in real time and driven by Artificial Intelligence, which will allow to collect useful information to implement an effective engagement strategy.

“The Pandemic has forced the pharmaceutical system to accelerate its search for a new and more modern communication strategy. Innovating at DOC Generici is also this: researching and understanding, in partnership with those who offer the most advanced solutions, how digital transformation and technological innovation can help us to be ever closer to Doctors and Pharmacists” states Emanuele Loiacono, Commercial Director of DOC Generici.

“In the digital transformation we are undertaking” says Sabrina d’Aiello, Digital and Customer Brand Manager of DOC Generici “choosing the right partner and the right technological tool is fundamental for effective multichannel communication, especially now as our main interlocutors, doctors and pharmacists, have shown they can adapt quickly to the new digital challenges. “

Evidence of this innovation process is also the choice of AiDEA Marketing powered by Microsoft Dynamics 365, a solution whose potential lies in the real possibility of converting marketing strategies and actions into automated processes and integrated workflows. In AiDEA Marketing, Trueblue's Artificial Intelligence marries the power of Microsoft Dynamics 365, for a completely customer-focused result also aimed at expanding the presence of the DOC Generici Brand on the market.

The use of out-of-the-box visual editors and templates will allow the creation of automated Customer Journeys and marketing campaigns in a simple and intuitive way within the platform itself.

Finally, Customer Engagement Score, Trueblue's analytical solution based on Power BI technology, will enable DOC to measure both the contribution of each communication channel to the overall results, and the correlation between engagement and business performance through customizable and interactive dashboards, in an AI-driven logic.

“We are happy to support DOC Generici with complete solutions that will lead the entire Digital Transformation process and guide a multichannel strategy oriented to maximize the performance of all touchpoints, promoting their correct interpretation, with a next-best-action approach” states Marco Bonesini – CEO & Co-founder of Trueblue.

About Doc Generici

With an ex-factory turnover of approximately 254 million euros in 2020, DOC Generici ranks tenth in terms of values and seventh in terms of units in the ranking of pharmaceutical companies in Italy (IQVIA data). The company, which covers 13 different therapeutic areas and has over 540 products, counts about 70 employees working at the Milan headquarters and 140 collaborators, divided between Area Managers, Key Account Managers/Public Affairs and Medical Sales Representatives distributed throughout the country. “We are convinced that anyone working in the pharmaceutical field has first of all a social responsibility. For this reason, we inspire our activity, our choices and our behavior to the ethical principles of fairness, transparency, people care and quality of services and products.” For more information, visit www.docgenerici.it

About Trueblue

Founded in 2003 in Verona, Italy, Trueblue provides advanced software solutions based on proprietary technology integrated with artificial intelligence tools, together with dedicated professional services, to global customers in the lifescience sector. The company's core business is based on tools that improve the performance of the pharmaceutical sales force, integrate data from multiple sources and offer the user a 360° view of the customer, facilitating the implementation of a true omnichannel strategy, through the processing of proactive contextual information and real-time insights.