The Path to Digital Transformation of Pharmaceutical Customer Experience: Udesk and Xian-Janssen's Story!

Xian-Janssen, the largest subsidiary of Johnson & Johnson in China, has comprehensively upgraded its medical service system with the support of Udesk, which has concurrently achieved GXP certification in the pharmaceutical industry.

As China progresses with healthcare reforms and the Healthy China 2030 strategy, it has emerged as one of the most promising markets for the global healthcare industry. Amidst the pandemic, national policies such as "New Infrastructure" and "Building a Public Health Defense System," coupled with the public's heightened demand for high-quality healthcare, have sparked new opportunities for digital healthcare development, accelerating the integration of cutting-edge technologies like AI, big data, and IoT into the healthcare sector.

As China's largest Sino-foreign pharmaceutical joint venture and Johnson & Johnson's flagship subsidiary in China for 35 years, Xian-Janssen not only maintains a robust pace of drug innovation but also spares no effort in enhancing medical services. It is committed to providing tailored solutions to address patients' complex and diverse needs, ensuring that advanced medications are accessible and effective for the public and patients alike.

In recent years, exploring a "patient-centric" service model has become Xian-Janssen's top priority. Leveraging its extensive patient service experience across multiple critical disease areas and the advantages of the Internet+healthcare sector, Xian-Janssen has spearheaded a transformative digitalization initiative, establishing a more efficient, precise, and agile customer experience management platform. This optimized and integrated service system better caters to patient needs, empowering product development and sales through intelligent services.

Throughout this process, Udesk's omnichannel connectivity capabilities have facilitated seamless integration with Xian-Janssen's various data systems and rapid access to digital interaction components, enabling the establishment of a fully connected one-stop service platform. To comply with Xian-Janssen's stringent drug quality management requirements, Udesk has secured GXP certification in the pharmaceutical industry.

01 Intelligent Connectivity: Building a One-Stop Service Platform

How can we provide healthcare professionals with data and insights, leveraging AI and BI to assist medical representatives during customer visits? How can we offer industry trends and insights to healthcare professionals, fostering a professional corporate image? How can we track patient usage and create comprehensive data profiles spanning the entire treatment cycle? To serve the diverse needs of different user groups and empower business operations, Xian-Janssen has built a one-stop service platform encompassing medical representatives, healthcare professionals, and patients, offering tailored online systems and mobile applications for each user type.

This necessitates identifying individual users and setting corresponding permissions based on their roles, ensuring data security while fulfilling diverse needs. Udesk's full-scenario intelligent customer service system boasts robust connectivity capabilities, enabling swift backend integration with Johnson & Johnson's databases and Xian-Janssen's internal systems, as well as frontend consolidation of websites, WeChat official accounts, apps, and mini-programs into a unified service hub.

02 Personalized Experiences: Big Data + AI Empowerment

The empowerment of customer experience through digitization is evident in reduced communication costs. By leveraging big data and AI, we can deliver the right content to the right customers through the right channels at the right time, fostering mutual understanding and enhancing customer satisfaction and conversion rates. This is particularly crucial in the pharmaceutical industry, which is characterized by high knowledge thresholds and long user cycles. Online and offline content communication strategies play a pivotal role in overall business marketing.

With AI integration, Udesk's full-scenario customer service system enables customer service personnel to monitor customers' actions on websites or apps in real-time, analyze preferences, and initiate proactive communication at opportune moments. During interactions, the system extracts keywords from conversations, tags users, and integrates with SCRM systems to create comprehensive user profiles. This allows targeted marketing efforts, including expert Q&A sessions, KOL workshops, interactive games, and online surveys, to achieve better results.

Through the digital upgrade of customer experience, Xian-Janssen has achieved comprehensive data connectivity, offering customized empowerment tailored to the needs of medical representatives, healthcare professionals, and patients. With end-to-end big data tracking and AI empowerment, online and offline content marketing activities are more targeted, significantly contributing to business growth and truly leveraging customer experience to drive corporate progress.