Optimising customer experience in global medical information installations: Part Two

Part One of this article focused on the first steps in achieving optimisation and efficiencies in true globalised solutions. 

In Part Two, putting theory into practice is addressed.

A pharmaceutical case study

A global pharmaceutical manufacturer recently tapped a global outsourcing partner to create a single Medical Information (MI) pilot contact centre for Benelux, combining existing similar EU operations. The outsourcing partner was already providing outsourced MI services to the pharmaceutical manufacturer in the US, which proved to offer a significant source of leverage in creating the new Benelux contact centre. Although a new implementation covering new countries, the client used the same systems in Benelux as its outsourced US installation and, as a result, the outsourcing provider was able to use that basis for a seamless implementation. 

Following the consult, create, activate process, the outsourcing partner was able to uncover challenges that needed to be addressed and provide the solutions to establish a successful contact centre operation:

• The local operations had never outsourced, but always relied on local contract vendors to perform MI services, so there was a need to build the trust and confidence that the outsourced partner could deliver the same or better quality as an extension of the client.
• There were two different languages within the region being served, French and Dutch. Multilingual staff were sought, and when not available, back up to an absent French or Dutch-speaking representative was set up.
• A billing system for the one hub serving the three countries, divided to reflect the three countries’ budgets, was established.
• Cost justification for the person who was previously doing medical information inquiries and now must provide oversight to the outsourced operation was established. To address the clients’ concerns on the cost to outsource, the outsourced partner explained its established MI process efficiencies such as in the handling of call escalation and organisation of resource material. As a result, the partner was able to demonstrate how the client could continue to grow and optimise in ways they weren't able to do with a single person handling MI internally in-country.
• Training was supplied by the outsourcing partner’s European affiliates using the already established US training resources, removing the burden of cyclical training by the client due to employee turnover.
• The outsourcing partner handled the management of reportable events and complex triage processes.

As a result of the successful Benelux pilot, the client has now engaged the outsourcing partner to provide consolidated MI services in the Scandinavian countries of Denmark, Norway, Sweden and Finland.

How outsourcing can offer the optimal solution

For pharmaceutical organisations looking to create or optimise efficiencies in global MI, working with an experienced outsourced partner with first-hand knowledge from multiple global implementations and who can offer a bespoke approach to the service, can be transformative. This experienced outsourced partner is able to resolve the many, often regional needs in a global MI operation, and has the requisite expertise in resolving conflict coupled with the knowledge of what can work.

To optimise solutions, outsourced partners work to establish buy-in from stakeholders from the beginning, leading to a mutually beneficial partnership. Stakeholders are brought along throughout the process, alleviating them from the burden of the operation by having their needs documented up front. Once the outsourced partner knows what is needed, it can look to leverage its established efficient processes and offer pilots as proof of concept. In a good partnership, stakeholders will remain involved and informed, but the outsourced partner will take full responsibility to implement and manage the operation.

Throughout the outsourcing process, the pharmaceutical organisation has the opportunity to take a step out of its day-to-day operations and see all of the pieces involved in operating a global MI service. In so doing, it can understand and accept the need for changes to realise proposed efficiencies. At the same time, the outsourced partner dissects every process to make sure it makes sense, and takes the time necessary to set things up properly from the beginning. Once operational, ways to seek improvement continue. In this way, the outsourced partner continues to build trust and confidence that the MI service is on the right path forward.

Technology and AI may come to bear in establishing global MI services. Outsourced partners with established AI and technology-driven processes can offer the leap into these efficiencies that pharmaceutical organisations cannot currently justify in the cost of their MI operations.

A win-win for all. 

About the author

Caitlin Feuerstein is a business unit director at Inizio Engage, specialising in global medical information. With over 12 years at the organisation, she is responsible for driving operational excellence, overseeing project performance, and leading strategic initiatives. She is committed to delivering high-quality, effective solutions that meet client needs by guiding her team through positive change. Her innovative approach to organisational operations earned her the company’s “We Ask What If?” award in 2025.