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Case Study

AbbVie transforms physician interactions

  • Required new marketing technology stack to meet the needs of physician customers
  • Partnered with Pega to develop AIDEN (AI-Driven Decisioning Engine)
  • AIDEN has reduced costs and manual interventions

“For business rule management and business process automation, Pega seemed like a good fit to solve the problems that we had.”

Michael Kirzhner Associate Director, US Commercial BTS

The Business Issue

AbbVie is a global, research-based biopharmaceutical company focused on creating a remarkable impact on patients' lives. Its mission is to discover and deliver innovative medicines that solve serious health issues of today and address medical challenges of tomorrow.

To meet this goal, AbbVie is focused on making sure that it provides exceptional experiences for its many consumers, including physicians, who are used to experiences from consumer brands like Google and Facebook.

Meeting the needs of consumers required AbbVie to rethink what it desired in a marketing technology stack. Among other things, a decisioning engine was a must. And it needed to be based on three pillars: advanced analytics, business rule management, and business process automation.

The Solution

Abbvie partnered with Pega and Accenture to develop its AI driven decisioning engine (AIDEN). AIDEN ingests data and then runs through a sequence of decisioning processes directed by business rules and process automation. The company chose Pega specifically for its strengths in business rule management and business process automation.

The Results

AbbVie’s work with AIDEN is still new but has already seen success. Some of its key benefits include:

  • Increased flexibility
  • The ability to address expanding needs
  • Cost reduction
  • A decrease in manual intervention

AbbVie plans on using AIDEN across its US commercial organization and all of its brands moving forward.

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Tags

Industry: Life Sciences Product Area: Customer Decision Hub Product Area: Pega Customer Decision Hub