Infosys Ltd has now entered into a partnership with GlaxoSmithKline (GSK) to optimize digital channels across its global consumer healthcare and pharmaceuticals business lines.

The partnership in association with Fabric Worldwide, a WPP company, will simplify and improve effectiveness of how GSK delivers digital engagement with consumers and healthcare professionals.

Through this partnership, with Infosys, GSK will create ‘Global Digital Services’ (GDS), a new shared service which will drive standardized processes and sharing of best practices in creating and securely delivering information, across multiple digital channels.

The service will utilize the ‘Digital Marketing Platform’, built by Infosys in partnership with Fabric Worldwide. This brings together the best of technology and marketing expertise, on a unified platform, delivered on the Cloud. The proprietary BLUE (Build, Listen, Understand, Engage)  framework of the ‘Digital Marketing Platform’ will allow GSK to quickly build digital assets and listen to consumers across an array of digital channels. GSK will be able to use the platform’s advanced analytical capabilities to better understand consumer segments and leverage audience insight to deliver an engaging brand experience. The platform will allow teams to collaborate through superior work flow capabilities, and foster re-use of digital assets. Infosys, in partnership with Fabric Worldwide, will also provide specialized digital marketing services, around brand and agency liaison, and advanced analytics to enable GSK to improve the effectiveness of digital media.

“We recognize that our customers, consumers and other external stakeholders increasingly want to engage with us on-line. Global Digital Services will enable us to provide globally standard processes, scalable assets and advanced analytics to support better and more efficient engagement with these external audiences. Infosys and Fabric bring important and complementary capabilities to give us the potential to make a real step forward in this area,” Phil Benton, vice-president, Global Digital Services, GSK Core Business Services.

“For pharmaceutical companies, driving digital transformation, globally across the organization to achieve rapid growth and deepen customer engagement, is very important. In the coming years, pharmaceutical companies will be heavily leveraging digital media to connect with their sales force, customers, physicians and key opinion leaders in the industry. Infosys, with its in-depth life sciences industry knowledge, robust cross-industry experience and cutting edge technology expertise, has partnered with WPP to build the foundation for the global digital transformation initiative at GSK,” informed Dheeshjith V G, senior vice president and Global Head of Life Sciences, Infosys.
 
According to Samson David, vice president and Global Head - Business Platforms, Infosys companies, today, spend a significant part of their time streamlining their digital processes with little focus on engaging with stakeholders. Our partnership with WPP brings the best of marketing and technology together to create the next-generation Digital Marketing Platform. Delivered on the Cloud, the platform will enable GSK to efficiently create digital properties and effectively engage with its digital consumers.”

Neil Miller, Joint CEO of Fabric WW said that using the Fabric Data Management Platform and Marketing Operating System, as a key part of the overall Infosys solution will greatly enhance GSK's ability to consistently understand consumer signals from digital channels, across all brands in all markets, and react faster to the insight they gain.”