DRL Demo

As part of their digital transformation initiative, Dr. Reddy’s Laboratories (henceforth

mentioned as DRL) is evaluating digital marketing tools for various use cases spanning
across brand life-cycle and multi-channel marketing.

During our discussion there were three primary use cases that were discussed. They would
like to see a demo of each of them to prove Adobe’s capabilities in solving them.

1. Manage their LMRC (Legal, Medical, Regulatory & Compliance) Process

a) This is the overall approval process that they use to review & approve all
their product and marketing collaterals.
b) This is currently a custom application that is built on Sharepoint but the tech
is too rigid and the assets are difficult manage/search.
c) They have shared their current LMRC process and would like us to mimic
that as much as possible.
2. Manage their Brand Marketing creation & distribution Process
a) Their brand marketing team creates various assets (including Text, Images,
Videos etc.) that they source from various agencies and distribute it to
different teams for usage across web, mobile & physical properties.
b) This is currently managed using eMail & Shared folders and they want us to
show how we can help streamline this process.
3. Doctor Communications & Campaigns
a) Their medical representatives currently have a tablet that provides them
with digital content and data collection forms to support their conversations
with doctors. The need now is to use these data points to have further
communications with the doctors.
b) DRL needs to understand how we can build a universal profile of the doctor
consuming data from multiple points, track doctor consent, send them
communication specific to their drug interests and/or specialty, and handle
newsletter subscriptions.

The use cases stay the same but with some changes to the flow. Instead of two separate
workflows, we need to integrate as one. In my mind, we should take the Coke workflow as
it is and integrate that with the LMRC workflow.

The updated flow will be like this –

As a Product Marketer, I am requesting preparation of collaterals for a Product Marketing

event next month. The collaterals include creation of Banner Images and Promotional
Videos to be played at the event, Product brochures for distribution and Hero images for
the web page. I need to raise a request for these collaterals, with a briefing document
uploaded as a part of my request creation process. The request is sent to a central
marketing desk, that assigns this to a vendor. As a part of this step, I upload a series of
brand assets, that I share with the vendor (along with the briefing document). The vendor is
part of the workflow and uploads the final assets to the incoming folder. The request goes
back to the product manager, who puts them through the LMRC request process (similar to
what we have now).

The process involves multiple teams to approve and these need to be submitted in parallel.
Only when all required approvals have been obtained should the Product Marketer be
notified of completion.

Also, please fix all the bugs in the flow. Some of them that I noticed include –
 The system allows anyone to approve the request though the task is specifically
assigned to only one group (say, Legal team).
 Upon completion, the request does not come back to the product manager to mark
it as complete.
 Upon completion, the assets are not automatically moved to the Approved folder.

I am unable to install the Coke project and so not able to pull out the screenshots. But we
should be able to use that flow as it is.
For Campaign, please complete the flow as we discussed earlier –
1. Another flow for drugs and topic of interest in both the flows
2. Personalized emails – use Doctor’s name in the email
3. A better more richer template?

The below contents are still relevant but the flow should
be as given above.

1. Use Case 1 – LMRC Process

As a Product Marketer, I am requesting preparation of collaterals for a Product Marketing

event next month. The collaterals include creation of Banner Images and Promotional
Videos to be played at the event, Product brochures for distribution and Hero images for
the web page. The details are provided in the attached briefing document. I have received
these collaterals from the Marketing department and need approvals from the LMRC team.
The process involves multiple teams to approve and these need to be submitted in parallel.
Only when all required approvals have been obtained should the Product Marketer be
notified of completion.
1.1 Use Case 1 Steps

1.2 Key proof points

a) Ability to customize the workflow forms with custom fields (including
conditional dropdowns, optional fields, etc.)
b) Ability to build custom workflows using the UI
c) Ability to have workflow steps processed in parallel
d) Ability to have Legal step based on user’s choice/selection on the request
screen
e) Ability to reject requests with specific comments
f) Ability to store all these information (approved by, approved date, rejection
& approval comments, intermediate iteration states etc.) for future
reference.
1.3 In the Demo, we are required to showcase points a-e above.

2. Use Case 2 – Brand Marketing

Brand Marketing has decided to come up with new marketing campaign to promote their
new antibiotic. Towards this he has to initiate a request to his agency to create some
assets, provide them with some seeding assets, review and distribute these assets to
various internal teams and their consuming platforms.
2.1 Use Case 2 Steps
a) Rohit, a brand marketer, uploads a briefing document requesting new
collaterals. He initiates a “New Brand Campaign” workflow. The request is to
 be processed by an agency. The task is assigned to Nimit, who is responsible
for coordinating with the agency.
b) Nimit selects an agency for this work. Based on the briefing document, he
searches for certain assets from the repository and adds it to a folder. He
provides access to this folder to the agency (including upload rights).
c) Nimit publishes this folder along with its assets to the Brand portal.
d) The agency rep logs into the brand portal that has DRL logo, and reviews the
briefing doc and the assets. His team creates new ones and uploads them on
the brand portal.
e) Nimit sees all these assets in AEM and completes his part. He marks his task
as “Done”.
f) The work item now shows up in Rohit’s queue.
g) Rohit creates a PR associated with this campaign and approves all these for
distribution. (PR is a content fragement).

2.2 Key proof points

a) Ability to build custom workflows using the UI
b) Ability to collaborate with external agencies using the brand portal
c) Ability to distribute assets to other systems

2.3 In the Demo, we are required to showcase points a-b above. Point c will be
showcased using distribution options supported by AEM (slides) as well as exposing
the PR using OOTB Content services.

3. Use Case 3 – Doctor Campaigns & Communication

Ashok visits Dr. Vaidya, an Orthopedist with a good relationship with DRL, to discuss Nise
Gel. During their conversation Dr. Vaidya expresses interest in receiving updates on his
subject and provides his consent. Once this consent is received by the system, it
automatically starts sending him email communication specifically on Nise Gel. As a part of
the email, a newsletter subscription (for information on Chronic pain relief) is provided. Dr.
Vaidya signs up for the newsletter and starts receiving those as well.
3.1 Use Case 3 Steps
a) Dr. Vaidya’s profile is imported from CRM along with data from other
sources within DRL
a. Besides the default, the other key attributes include – specialty
[String], consent (yes/no), newsletter subscription status (yes/no),
event attended in last 6 months (yes/no), last rep visit date (date),
samples provided (String, CSV), topics of interest (String, CSV), Drug
interest (String, CSV).
b. For the demo, Create a profile with the above attributes
b) During his discussion, Dr. Vaidya gives Ashok his consent to receive
information on Nise Gel.
 c) A service call to ACS will update the profile of Dr. Vaidya setting the consent
flag to Yes and drug interest to Nise Gel (we can use Postman to show this)
d) A Nise Gel specific campaign picks up this profile. The campaign is pretty
simple -
a. Select all doctors where specialty is Orthopedist and where consent is
Yes.
b. Have a filter for different drugs; we will only implement one flow for
Nise Gel.
c. A simple campaign page with a banner image and some description
with a link to a dummy URL.
e) The eMail should also have a section at the bottom for Newsletter
subscription that leads to a page hosted by AC.
f) Upon submitting the subscription form, Dr. Vaidya’s profile in the ACS must
be updated (newsletter_subscription = Yes, topics_of_interest = “Chronic
Pain Relief”.
g) A newsletter workflow then picks up this profile –
a. Should pick up all records with newsletter_subscription = yes
b. Filter by topics_of_interest – we will only implement for one topics,
Chronic Pain relief
c. A sample newsletter with some information on pain relief is sent to
Dr. Vaidya
h) For at least one campaign, we must use Variants to showcase Multi-lingual
capabilities – in this case, the communication in English & Hindi.

3.2 Key proof points

d) Ability to Orchestrate journeys
e) Ability to create unified profile view with inputs from multiple systems
f) Multi-lingual capabilities

3.3 In the Demo, we will not show CRM import; just that the profile exists in the system.