The information Business Technology Services (iBTS) business unit of Indegene which is a leading provider of R&D, commercial and marketing solutions to top global pharmaceutical and healthcare organisations has launched a robust and innovative Enterprise-ready Multi-channel Marketing Framework (iMCM) for pharmaceutical organisations. iMCM will help clients to deploy enterprise-ready consistent, multi-message MCM programmes across brands efficiently and cost-effectively.

iMCM has the additional advantages of being an out-of-the-box, multi-platform and mobile-ready platform, Dr Rajesh Nair, president – Indegene said, “After the acquisition and integration of Aptilon in November 2012, we have accelerated our investments in the multi-channel technology R&D, and iMCM is the first of a suite of new solutions we will be launching in the market place.”

Its sales and marketing departments at global pharmaceutical organisations are under increased pressures arising from shrinking pipeline, patent cliffs, increasing compliance requirements from regulatory bodies, dwindling med-rep effectiveness, and surge of digital channels to engage physicians. Companies have started to look to IT to help exploit inherent opportunities as well as mitigate new risks arising from these market shifts. This has also put unconventional pressures on CIO offices to meet these changing business needs and to deploy enterprise-wide solutions that enable new commercial models.

Indegene’s iMCM framework provides CIOs with an enterprise-wide architecture that services all pharma stakeholders effectively. The framework puts HCPs at the center of focus and increases the effectiveness of engagement through optimizations, resulting from the integration of applications within the technology stack.

The framework effectively combines Customer Relationship Management (CRM), analytics, multi-platform connectivity, multi-channel/ multi-device/ multi-content interfaces, digital asset management, message publishing systems and external systems including social collaboration platforms, and blog systems in an open and expandable architecture.

Dr Nair added, “This novel approach allows clients to deploy stable and customizable MCM architecture across the enterprise effectively while providing the necessary flexibility that is critical to effective MCM deployment.”