Case study · Pharmaceutical sector

Omnichannel dashboard (HCP 360) to measure engagement with each HCP

From detailing to digital channels (visits, events, email, web and video). The whole relationship with each HCP in a single Single Customer View.

Omnichannel engagement

HCP 360

Data governance and compliance

Where it all started

Omnichannel in name only, with no single history per HCP

An international biopharmaceutical company interacts every day with thousands of HCPs across many channels: the rep visit (detailing), congresses and events, email, web and video. But it was uncoordinated multichannel: each channel lived in its own system and no one had a single history per HCP.

Sales, Marketing and the Medical team (MSL) could reach the same HCP without knowing it (overlap), and answering something as basic as “how are we doing with this HCP?” meant crossing sources by hand, market by market.

The challenge

The relationship with each HCP, split across Sales, Medical (MSL) and five channels with no shared history.

No Single Customer View: crossing sources by hand for a single question.

Overlap between roles (rep, marketing, MSL) on the same HCP, with no coordination.

Sales and Medical data mixed together, when compliance requires separating the promotional from the scientific.

The same HCPs written a thousand different ways across systems, with no single record.

With no reliable foundation, measuring reach, frequency and engagement by channel was unworkable.

What we proposed

An HCP 360 in Power BI: a Single Customer View that brings together the five channels (detailing, events, email, web and video) on a validated, reconciled data model. A single record per HCP (golden record), engagement measurable by channel, brand, territory and indication, and Sales and Medical data separated for compliance with row-level security.

The shift

From uncoordinated multichannel to real omnichannel, live and governed

Before

Each channel in its own system, not talking to each other

Crossing sources by hand for a single question

Duplicated HCPs, with no single record

Sales and Medical mixed in the same data

Now

The five channels in a single HCP 360

Each HCP's engagement, by channel, on one screen

One HCP, one record (golden record), across every channel

Data separated by area and by permissions, compliant

HCP relationship channels unified

Single Customer View (HCP 360)

data segregated for compliance (Sales / Medical)

The value generated

What the business gained

HCP 360 / Single Customer View

The whole relationship with each HCP, by channel, brand, territory and indication, in one place.

Engagement measurable by channel

Opens, attendance, clicks and visit time: comparable reach and frequency across channels.

A single source of truth

Sales and Medical (MSL) decide on the same data.

Compliance by design

Separation of the promotional and the scientific, with row-level security: each role sees its own.

Reconciled data (golden record)

One HCP, one record; sources are normalized and squared with matrix reconciliation.

Ready to grow

Prepared for new markets, to make the leap to Next Best Action, and to ask in natural language.

What the client says

Today we have a real HCP 360: every HCP, every channel, the same data for Sales and for Medical. We stopped rebuilding the engagement picture by hand and we can decide where to reinforce with each profile.

Omnichannel Management

International pharmaceutical company

F&Q

Frequently asked questions

What is an omnichannel HCP dashboard?

It is an HCP 360 (Single Customer View): a single panel that brings together your company’s whole relationship with each healthcare professional (HCP), channel by channel (detailing, events, email, web and video), on one data model. It measures engagement by HCP, brand, territory and indication, so you see the full HCP journey at a glance instead of reading each channel separately. At BertIA, an AI consultancy based in Barcelona, we build it with data governance as the foundation.

How is it different from a traditional report or a custom Power BI?

The difference is in the integration, not the tool. A standard report shows one channel or one source; the omnichannel dashboard crosses every channel on the same HCP and the same period. That requires prior work on the data model and reconciliation that a standalone report does not do: normalizing HCPs, unifying activity types and squaring the figures across sources. The result is that you compare channels against each other, instead of reading disconnected reports.

How is the data guaranteed to be reliable?

With reconciliation and validation before anything is shown. Each source is checked against the rest and squared through a matrix reconciliation, so the same HCP appears only once and the figures match across channels. The dashboard does not invent data: it only reflects what is in your systems, already cleaned and normalized. That reliable foundation is what lets you decide on each channel with confidence.

How are Sales and Medical data kept separate?

By design and for compliance. In pharma, the promotional (Sales) and the scientific (Medical/MSL) must stay separate; the model segregates them and applies row-level security so each person sees only what corresponds to their role. It is all handled within Power BI, supported by the permissions that already exist in your organization with Microsoft 365 and Azure.

What does it take to implement it in my company?

At its base, your data sources from the different channels and Power BI, where your team already consumes reports. From there we move in phases: first the data model and its validation; then the visual build, user testing and deployment to production. We start with a defined scope and expand it with new sources as it adds value.