GSK works with Accenture to digitally transform consumer healthcare business

GlaxoSmithKline (GSK) has collaborated with Accenture to design a three-year programme to drive sales of its consumer healthcare business through digital commerce and omni-channel strategies. Named Asia Pacific Digital Accelerator, the programme will see Accenture integrating digital experts within the team in different countries across Asia Pacific to enhance digital capabilities, build internal capacity and embed agile ways of working.According to the press statement, the hybrid setup of the Digital Accelerator will combine top talent from Accenture and GSK to promote a digital-first culture, working closely with in-country experts to strengthen local digital ecosystems. The programme highlights GSK’s commitment to innovation and to using an insight-driven approach to understand consumer behaviours. The collaboration, which aims to accelerate digital transformation, is one of several established by GSK Consumer Healthcare in recent years to improve the business’ execution of digital campaigns and to build analytical capabilities. GSK has declined to disclose the monetary value of the collaboration.“Digital is changing the healthcare industry, not only because of eCommerce but in terms of the whole consumer journey, from the first interaction with a brand which could potentially meet their needs down to the final purchase and endorsement,” explained Filippo Lanzi, region head of GSK Consumer Healthcare Asia Pacific.Fabio Vacirca, who is Accenture’s senior managing director and operating unit lead for products in Asia Pacific, said the team will be helping GSK Consumer Healthcare to create a unique customer experience leveraging innovation at speed and with scale. The move to adopt a digital mindset and adopt new technologies is imperative as consumer markets are evolving faster in Asia and digital is changing the way companies are engaging, selling and distributing their products, he added.Read also:GSK hands global media account worth over a billion dollars to Publicis MediaDroga5 acquisition by Accenture Interactive ‘biggest’ since its founding