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Salesforce Identity Hub

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In the wake of a global merger, a leading multinational company found itself grappling with a complex IT landscape stemming from the integration of multiple applications. The healthcare division, in particular, faced a unique challenge: every Health Care Professional (HCP) possessed multiple IDs scattered across diverse applications. This fragmented identity structure made it exceedingly difficult to capture consent, segment the customer base, and execute personalized outreach strategies, severely impacting the company's ability to provide comprehensive customer service.

Recognizing the urgent need for a transformative solution, the company turned to Salesforce, leveraging its robust Identity Management capabilities. The implementation involved key building blocks such as Salesforce ID Management and a sophisticated Web HCP Front End seamlessly integrated with the Sitecore platform.

Salesforce ID Management addressed critical concerns, offering HCP authentication that was not only seamless but also supported multi-country authentication. Configurability and compatibility with country-specific rules, along with support for third-party authentication platforms like DocCheck, IQIVIA, and M3, ensured a versatile solution. Real-time integration with the Sitecore Front End, known as ViatrisConnect, further streamlined the user experience.

The Salesforce Identity Hub emerged as the linchpin, successfully achieving several objectives. It ensured uniformity of HCP data across various regions, paving the way for a singular view of HCP customers in each country. The platform's versatility allowed it to be leveraged for consent management, marketing automation, and integration with specialized applications and third-party systems. Regulatory compliance was prioritized, mitigating the risk of potential issues.

The results were transformative. The company established a Single Identity & Consent Hub, a state-of-the-art solution featuring a customizable consent model tailored to meet country-specific regulatory guidance. The marketing automation capabilities were extended to various third-party applications, enhancing the reach and impact of the Salesforce ID. The data model proved robust and scalable, supporting the solution's rollout to over 45 countries.

The benefits were not confined to compliance and efficiency gains. The streamlined approach significantly reduced administrative and maintenance overheads, consolidating the architecture into a single, manageable platform. In essence, Salesforce, through its Identity Hub, provided a unified and state-of-the-art solution that not only met the immediate challenges but also positioned the company for scalable, efficient, and compliant operations across its global footprint.

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