Marketing Cloud, Trailhead...
LILLY IS A TRAILBLAZER
Lilly discovers a healthier future with Salesforce.
“Our goals are to meet the needs of the future, which are increasingly upon us today.”
From customer-focused to customer-centric
“For us, the journey of change in terms of communication and connection with our customers has been pretty dramatic over the last five years,” said Rob Brown, Chief Marketing Officer. “It's really a matter of us evolving from a customer-focused company to a customer-centric company. That's a hard thing to do, especially for a successful company [with 38,000 employees] around the world. That's the journey we're on.”
When it comes to customer service, “we’re trying to change that experience within the world of pharma, which is a pretty new endeavor,” said Meadows. The goal, he adds, is to “develop a personal connection and provide personalized service to an individual that feels cared for.”
It’s an approach that has special relevance for Lilly because many of the company’s new medications — particularly infusion- or injection-based products — can be challenging for some patients to manage. Changes in healthcare funding laws have further incentivized healthcare providers of all kinds to boost patient compliance with treatments for chronic illnesses in order to avoid painful and costly relapses.
Customer-centrism requires a single platform across all lines of business. “With Salesforce,” said Jo Taylor, Chief Customer Officer, “we have a connection to a company that can help us understand what are some of the most flexible, reliable, and secure platforms that we can use to... ultimately make it so that the consumer has a better experience in managing his or her own illness.”
Achieving these higher levels of customer-centricity requires improved internal coordination across departments and locations — and Salesforce has been of help there, as well. Using both the Customer 360 Platform and Heroku, Lilly’s IT department is able to quickly develop and deploy critical applications to global teams. Lilly employees have built more than 50 apps on the Customer 360 Platform — including enterprise and citizen developer apps. One such app streamlines the arduous and stringent process of scheduling meetings between healthcare providers and Lilly reps to contract physicians. The app brings together vast data management systems and improves workflows while complying fully with medical privacy regulations. By using agile methodologies and an MVP (minimum viable product) approach, the platform development process at the company transforms ideas into apps in under seven weeks, on average.
“Salesforce has not only allowed us to advance the experience we're trying to provide for our customers at a more personalized level,” said Jen Oleksiw, Vice President of Information Technology, “but it is also helping us improve our relationships with our internal business partners. We're able to work with them and use agile methodology in order to deliver on what they need for their customers, and also what they need to do their jobs better each and every single day.”