In an era where digital interactions between companies and healthcare professionals (HCPs) have become standard practice, companies must rethink how HCPs' digital identities and consents are created and managed to stand out and maximise revenues.
CIAM, Customer Identity and Access Management (by SAP), not only enhances HCPs' experiences, ensures security and privacy, provides valuable data-driven insights and facilitates consent management, but it also offers scalability and flexibility in managing HCPs' identities and access across digital platforms.
This will lead to an easier and faster registration and login process for HCPs on the company’s digital platforms, reduced dropout rates and maximised conversion rates. A better experience will also facilitate HCP onboarding, boost platform adoption and maximise campaign ROI by leveraging more tailored recommendations based on collected HCP data and preferences.
What is CIAM?
CIAM, Customer Identity and Access Management, a SAP product, is designed to securely manage the digital identities of customers, particularly healthcare professionals, across multiple online applications and services. It offers an omnichannel self-service solution for creating and managing digital accounts while also addressing business needs.
Core capabilities and business benefits
CIAM provides a large set of capabilities covering the entire HCP experience, which can be synthetised in three core steps:
The capabilities within these three components enable CIAM to provide a secure, seamless and personalised experience for end-users, regardless of the industry. Here an overview of the key benefits delivered by these capabilities:
PwC use case
Our Customer Transformation team supported a global pharma company from the design to the execution phases of CIAM products into 80+ affiliates worldwide.
Key working streams and activities to address the main challenges for a successful delivery:
- Challenge: unclear team structure, roles and scope was causing frustration across the team as well as a lack of a sense of inclusion
- PwC activities: reviewed operating model, team structure and ways of working to be compliant with SAFe guidelines and principles
- Results: increased team effectiveness by reducing blockers, increasing synergies and being able to spread a clear unique vision, enabling all team members to be aware of their tasks
- Challenges: unclear team structure and processes were causing roadmap delays, and rework activities were often needed
- PwC activities: reviewed implementation team roles, tasks and ownership leveraging on a solid methodology framework to secure CIAM implementation across 80+ global affiliates
- Results: all 80+ global affiliates were deployed and successfully launched on time, avoiding roadmap delays, preventing blockers and executing mitigation actions
- Challenges: issues were not managed within a predefined SLA, causing frustration across affiliates and HCPs
- PwC activities: ensured the adoption of live affiliates and established an “issue hub” model to identify and manage issues
- Results: proactively managed issues by minimising the impact on affiliates & HCPs being able to build trust towards CIAM
- Challenges: affiliates and HCPs’ needs were not fully met, and competition was still leading in terms of experience and the capabilities offered
- PwC activities: define and lead CIAM scale-up leveraging on data & analytics, and execute market assessment and benchmark activities to identify gaps vs. competition
- Results: identified gaps (actual vs. target) both in terms of processes and KPIs, execute corrective actions to become the leader in CIAM experience
Some of the key challenges that make the client decide to go with this solution were that HCPs were not registering, abandoning the registration process and not converting the leads generated by sales reps. A low utilisation of the companies platform.
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