Astellas Medical Net

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Issue

Astellas Japan has established a Sales-Rep-dependent commercial model in order to adapt market characteristics and customer demands and has succeeded in being very competitive and long evaluated as one of the best commercial organization in the Japanese market.

However, because of this, digitalization in the commercial area is outdated and customer communications channels (other than reps) are not competitive.

Given this status, hospital visit restrictions from COVID-19 (currently happening) and Olympic / Paralympic Games (2021 summer) would cause severe damage to customer communications.

In order to overcome this situation, digital channel establishment was an urgent issue.

 

Solution

Astellas Global partnered with Astellas Japan to select Adobe Experience Manager, Adobe Analytics, Adobe Target, Adobe Audience Manager, Adobe Engagement Manager and Marketo has been selected to realize personalization capabilities within digital marketing channels.

Physician website – Astellas Medical Net (AMN) was selected as the scope of implementation as the urgent goal was to secure a communication pathway with customers as soon as possible under COVID-19.

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Result

11% Up  monthly visits 

3% Up  view monthly pages 

19% Up  average time spent per visit 

Globally scalable digital Ecosystem foundation