GSK chooses Infosys and Fabric Worldwide for digital platform
pharmafile | March 15, 2012 | News story | Medical Communications, Sales and Marketing | Fabric Worldwide, GSK, Infosys, digital
GlaxoSmithKline has hired two technology companies to help it optimise digital communications in consumer healthcare and pharmaceuticals.
The firm will work with Infosys and Fabric Worldwide (a WPP company) to simplify and improve how GSK engages with consumers and healthcare professionals in digital media.
Through this partnership, with Infosys, GSK will create ‘Global Digital Services’ (GDS), a new shared service which will help the pharma firm standardise processes and share best practices between its internal teams, and to create and securely deliver information across multiple digital channels.
The service will use 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 and Fabric Worldwide will also provide specialised digital marketing services, around brand and agency liaison. The partners will also help GSK use advanced analytics to improve the effectiveness of its digital media use.
Phil Benton, vice president, Global Digital Services, at GSK Core Business Services, said: “We recognise that our customers, consumers and other external stakeholders increasingly want to engage with us online. 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.”
Dheeshjith V.G., senior vice president and global head of Life Sciences at Infosys said: “For pharmaceutical companies, driving digital transformation, globally across the organisation 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.”
Samson David, vice president and global head – Business Platforms, Infosys said, “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 chief executive of Fabric WW said: “We are delighted that GSK is using the Fabric Data Management Platform and Marketing Operating System, as a key part of the overall Infosys solution. It 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.”
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