Pharmaceutical giant GlaxoSmithKline (GSK) is standardising how it engages online with consumers and healthcare professionals through a cloud-based platform.
The company has signed a contract with Infosys and marketing expert Fabric Worldwide to combine technology and marketing expertise.
GSK will work with Infosys to create a shared service known as Global Digital Services (GDS) to standardise and promote best practice across multiple digital communication lines.
The platform will enable GSK to collect and understand the information passing across digital channels globally through an analytics tool on the system. GSK teams will also be able to use the platform for collaboration.
Phil Benton, vice-president global digital services at GSK Core Business Services, said the company recognises that customers and suppliers increasingly communicate online. “Global Digital Services will enable us to provide globally standard processes, scalable assets and advanced analytics to support better and more efficient engagement with these external audiences.”