RETENTION · INDEXED 100 → 135 · 20K+ HCPs ENGAGED vs BASELINE
- Scope
- 20k+ HCPs · top-5 pharma, Russia/CIS
- Baseline
- pre-omnichannel retention (indexed)
- Role
- product owner / project lead
// CHALLENGE
HCP relationships ran through fragmented, single-channel rep contact. There was no unified view across 20,000+ HCPs, and the content of rep–HCP conversations was invisible — so engagement leaked exactly where follow-up was weakest and no one could measure it.
// APPROACH
As product owner I led a cross-functional team — developers, data scientists and content ops — to build an in-house omnichannel engagement hub: three channels (Telegram Bot API, WhatsApp Business and Veeva Engage) into one hub, ML segmentation (PCA + DBSCAN) to personalize, and an ASR→NLP loop that transcribes and tags every rep–HCP call into the intent and topic signal that drives the next-best content. It shipped as a staffed, running commercial function carrying 200,000 interactions a year — not a pilot — and won the national Technology & Innovation award in 2023.
- Omnichannel hub — Telegram Bot API, WhatsApp Business & Veeva Engage unified across 20k+ HCPs
- ML personalization — PCA + DBSCAN segmentation drives per-HCP next-best content
- ASR→NLP call-tagging loop — transcribe rep↔HCP calls, tag intent & topic, feed the next interaction