Dr. Reddy’s Laboratories

The Client

Dr. Reddy’s Laboratories is a global pharmaceutical company headquartered in Hyderabad, India. Established in 1984, it is committed to providing access to affordable and innovative medicines. It offers a portfolio of products and services, including active pharmaceutical ingredients (APIs), generics, branded generics, biosimilars, and over-the-counter (OTC) pharmaceutical products. Its major therapeutic areas of focus are gastrointestinal, cardiovascular, diabetology, oncology, pain management, and dermatology. Its major markets include the USA, India, Russia and CIS countries, China, Brazil, and Europe. 

The Situation

The COVID-19 pandemic has shifted the daily operations of healthcare providers (HCPs) to more virtual interactions with pharma companies. Dr. Reddy’s Laboratories (DRL) wanted to redefine its relevance by changing what it communicated beyond product information and engaging with HCPs in more meaningful ways. The company wanted to build a digital engagement portal for healthcare professionals to access high-value medical resources.

The Challenge

One of DRL's primary goals and challenges was connecting with HCPs in a meaningful and productive way. Specifically, DRL wanted to:

• Engage and enable continuous learning for healthcare professionals with unbiased, relevant text- and video-based medical information.
• Empower its team to create, manage, and publish website content effortlessly and cost-effectively with a universal design language.

The Solution

DRL partnered with web and mobile application agency QED42, which kicked off the project with workshops, stakeholder interviews, and user research sessions to gain insights into the business objectives, vision, success criteria, user personas, and stories. QED42’s research helped establish a greater understanding of HCP’s pain points and factors of influence. The team also created journey maps for the identified user personas, ensuring that the platform's UX would meet expectations.

Drupal and Acquia Site Factory empowered DRL to build, launch, and manage multiple country-specific multilingual websites effortlessly, meaning the team could accelerate its go-to-market activities with minimal developer intervention. Additionally, its single-click deployments offer easy backup and rollbacks, accelerating enhancements and new feature deployment. And QED42 also implemented Acquia Search, allowing HCPs to discover relevant content more quickly and easily. 

The Results

DRL launched its HCP engagement platform in less than seven months, along with country-specific websites for Brazil and Columbia. The self-service HCP platform has revolutionized the approach to engaging with HCPs across the country and enabled the DRL team to scale and personalize their experiences effortlessly.

• Less than 1 day to spin up a new website
• Launched the platform in seven months
• Page load time of less than 3 seconds