CI&T (Sight) Launches Pharma-Focused Digital Marketing Platform, Backed by Experience with Johnson & Johnson and LifeScan

Among the various industry players in the healthcare sector, the pharmaceutical industry, as a provider of therapeutic solutions, has drawn particular attention for its digital transformation.

The impact of the pandemic, coupled with the implementation of policies such as healthcare reform, has led pharmaceutical companies that previously relied primarily on offline marketing to gradually recognize the importance of establishing digital marketing platforms. As the industry evolves, the digital transformation of the pharmaceutical sector is now advancing from its initial stages toward greater depth and sophistication.

According to the “2022 Research Report on Digitalization of Pharmaceutical Marketing in China,” large multinational pharmaceutical companies and innovative pharmaceutical enterprises currently have the most urgent need for digital transformation. As pharmaceutical companies deepen their digital transformation, the market size of digital marketing is expected to experience rapid growth. The report predicts that China’s digital pharmaceutical marketing industry may exceed RMB 8 billion by 2025. The key for pharmaceutical companies to seize this market opportunity lies in truly leveraging data to empower marketing. In the process of accelerating marketing digitalization, it is particularly important for pharmaceutical companies to choose the right digital marketing partners and tools.

Founded in 1995, CI&T is a well-established player in the field of digital transformation. At the end of last year, CI&T, a digital transformation services provider, went public on the New York Stock Exchange, issuing 19.4 million shares at a price range of $17 to $19 per share.Among its digital transformation partners are such industry giants as Johnson & Johnson, Anheuser-Busch InBev, Nestlé, Google, Carrefour, Coca-Cola, and LifeScan.

Today, with its business continuing to grow, CI&T has successively established branch offices in Ningbo, Shanghai, and Chengdu to promote business development in China and the Asia-Pacific region, helping global enterprises achieve digital transformation.Meanwhile, CI&T has continuously distilled and summarized its experience while helping numerous Fortune 500 companies build digital platforms, constantly optimizing its product models to create solutions applicable across the entire industry. Building on this foundation, CI&T also efficiently launches customized digital platforms that support private deployment for specific enterprises.

It is understood that CI&T, taking into account clients’ cost considerations, strives to minimize client expenditures through optimized solution design. Clients are only required to pay for customization, as well as post-launch product iteration and operation and maintenance (O&M) costs while using the digital platform. This approach enables clients, with limited investment, to rapidly acquire a mature, compliant, and highly customizable digital platform featuring independent intellectual property rights and full data ownership.

In addition to its big data platform and years of accumulated experience in developing digital transformation solutions, CI&T also possesses capabilities in Type II application development, artificial intelligence and machine learning, data curation, data asset management, and data security and compliance. This enables the company to launch more integrated and tailored digital platforms that better meet enterprise needs, helping organizations unlock their digital potential and achieve more successful digital transformations.

CI&T Shares with VCBeat“The core of substantial progress in the digitalization of pharmaceutical marketing lies in breaking down data silos, building enterprise-owned private traffic pools, and collecting and analyzing data, thereby truly empowering business operations with data to achieve breakthrough growth.”

In fact, CI&T has accumulated 27 years of experience in the field of digital transformation and has developed digital solutions for more than 50 industries. For healthcare digital transformation, the solutions built by CI&T undoubtedly offer valuable reference.

Amid the accelerated digitalization of pharmaceutical marketing, addressing enterprises’ ever-evolving marketing needs has become a major challenge for companies like CI&T.

For most pharmaceutical companies, the flexibility and ease of use of digital marketing solutions are particularly important. In addition, measuring the results of digital marketing is also one of the core issues. However, solving the above problems depends on data support, that is, whether high-quality data can be obtained through digital platforms, user profiles can be improved, etc., to truly realize a data closed loop to empower marketing.

Recently, CI&T leveraged its 27 years of experience in building digital products for world-class pharmaceutical companies to launch a new solution: a digital marketing platform tailored for the pharmaceutical industry.

By leveraging a one-stop medical academic platform, we establish channels for content sharing, online discussion, and feedback between pharmaceutical companies and Healthcare Practitioners (HCPs), thereby building a private-domain operational ecosystem. In collaboration with the Data Management Center, we integrate and manage information data from the medical academic platform while collecting and analyzing behavioral data. Finally, by reasonably applying artificial intelligence and machine learning technologies, we empower the medical academic platform to achieve intelligent capabilities. This enables its application in business operations, closing the loop between business and data to drive breakthroughs in business growth.

The platform has added HCP coverage capabilities. By building a private-domain platform, it facilitates communication between pharmaceutical companies and healthcare professionals (HCPs). It establishes channels for HCPs to voice their opinions and provide feedback on products. Meanwhile, the platform can collect HCP behavioral data to generate 360-degree HCP profiles, thereby enabling precision marketing, supporting medical activities and medical information exchange, and further improving the efficiency of marketing campaign promotion.

CI&T (Si Ai Te) integrates internal and external, online and offline data and resources through an omnichannel data strategy, providing physicians with a one-stop professional medical academic platform that includes academic conferences, live streaming, online courses, and literature search. By leveraging data accumulated across multiple channels and collecting and analyzing authentic user feedback, CI&T delivers a more personalized user experience for physician users while identifying and addressing practical pain points in the industry.

For uncovered data, CI&T leverages the platform’s artificial intelligence and machine learning capabilities to deeply mine data value, further streamlining internal enterprise processes and enhancing efficiency.

Meanwhile, the platform enables deep data integration with mainstream CRM systems such as Salesforce, Veeva, and Dynamics 365, as well as third-party specialized medical platforms. It not only meets multinational corporations’ requirements for internal data integration but also fosters agile, collaborative, and transparent partnerships by offering private deployment environments and providing customers with full access to the source code.

Zhou Jie, Senior Manager of Pharmaceutical Business at CI&T, stated:“Past practices have allowed us to accumulate extensive experience. Today, we can deliver customized services tailored to customer needs based on our mature product offerings. Although customization starts from scratch, the R&D cycle is significantly shortened, ensuring that solutions can be rapidly deployed for use. Furthermore, given that the pharmaceutical industry is highly regulated, user data is particularly sensitive. To ensure that collected user data is stored and processed securely, CI&T adopts a private deployment model, granting customers full control over their data.”

CI&T shared with VCBeat the specific implementation process of its solutions.

Specifically, we first collaborate with clients through a workshop-based approach to systematically review and assess their current digital maturity, and then formulate a digital platform construction strategy and roadmap aligned with their corporate strategy. Subsequently, leveraging CI&T’s data integration capabilities, we consolidate relevant data from various channels—including the client’s website, mobile app, online and offline events, and third-party platforms—into the CI&T data pool. By utilizing the platform’s capabilities to establish data tagging, we deliver a more personalized experience for physicians.

Furthermore, leveraging artificial intelligence, machine learning technologies, and message push channels, CI&T has developed specialized models to uncover user needs. This approach refines user tagging and profiling while simulating optimal strategies for delivering messages to different user segments, thereby improving message reach rates. By continuously capturing customer data, CI&T establishes a closed-loop data system that enhances the quality of services facilitating engagement between pharmaceutical companies and physicians.

It is reported that CI&T’s business operations and corporate presence span major countries across all continents. Leveraging its strengths as a global enterprise, CI&T will help clients continuously expand their overseas businesses while providing more localized solutions. Looking ahead, CI&T will continue to assist multinational corporations in building digital platforms and implementing their global initiatives in China. Meanwhile, it will support Chinese enterprises in expanding into new international markets with a strong emphasis on data security and compliance.