Informa markets reference case.
Better user experience on pharmacommunity cphi with data-based improvements.
Visitors to your platform you want to serve them optimally and provide the best experience. Data is the key to this success, but how do you collect it and gain insights from it? And how do you translate this into appropriate improvements? CPhI, a platform dedicated to the pharmaceutical industry, previously focused only on physical events. Now, its ambition is to offer customers a year-round online experience in addition to physical events. CPhI engaged Cmotions for the necessary knowledge and expertise to improve the online user experience of platform visitors and partners based on data.
Living up to ambitions.
CPhI is a platform dedicated to bringing together professionals and expertise within the pharmaceutical industry. CPhI is part of Informa Markets, a top global player in event hosting and publishing. CPhI's platform brings together products, professionals, knowledge and solutions. The organization wants to create as much added value as possible for visitors and partners. A major optimization effort was needed.
"Globally, we want to become the largest knowledge and networking platform within the pharmaceutical industry," says Patrick Steenvoorden, digital director at CPhI.
"An ambitious goal. To achieve this, it is important that we add value to both visitors and partners when it comes to finding a new supplier and entering into new partnerships. For this, it is important that we offer more personalized as well as better experiences."
From data analysis to recommendations.
A lot of data is available to improve the visitor experience of the platform. CPhI was looking for a specialist who knows everything about visitors, algorithms, data and user experience.
"Our own data scientists look at data primarily through a technical lens," Patrick explains.
The first step within the project consisted of a data quality analysis.
"We knew we had a lot of data, but had no idea what the quality of it was," Patrick explains.
"Cmotions dove into that. For example, the team examined what data was available and whether the data was complete enough and up-to-date. We received the results of the analysis in a comprehensive report. This is full of findings, conclusions and recommendations in terms of completeness, timeliness and availability of important data sources. This is very valuable to us because it helps us make improvements. One of those improvements is the completion of company and product information as a key feature in the CRM strategy. After all, a complete company profile proves to be an important driver of visits and conversion."
"In order to achieve our goals, we were looking for a data scientist who works precisely from a business perspective. Cmotions has this knowledge and expertise. It is nice to have a partner who not only does the right data analysis, but also knows how to translate this into appropriate recommendations for the platform."
Patrick Steenvoorden, Digital Director at CPhI
Personalized content.
The next step was to interpret data and develop a segmentation model for CPhI's visitors and partners based on search, click and transaction behavior, among other things. This defines types of visitors and identifies which groups visit which company and/or product pages.
"The visitor segmentation is a fine basis for us to work from," Patrick said.
"With this, we know exactly what types of companies we can best target within certain categories. In the future, we can specify this even further by zooming in by region, country or product category, for example."
Improve visitor experience.
The analysis of data quality and visitor segmentation provided the basis for Cmotions to make concrete recommendations for improving the customer experience on CPhI's platform. To do this, Cmotions delved into the algorithms, but also looked at the UX (user experience) of the platform.
"The team at Cmotions has collaborated on product improvements with more personalized recommendations.", says Patrick.
"This has already led to improvements in the first four-week period. The number of pages visited and session duration increased by showing more relevant content."
"We are very happy with the first results. The objective view of Cmotions as well as their expertise in the field have helped us to make effective improvements to the platform. We have since taken follow-up steps ourselves, such as increasing engagement and optimizing the matching process between client and supplier. This way we are actually moving towards creating a better user experience and achieving our goals."
Patrick Steenvoorden, Digital Director at CPhI