Overview

Founded in 1980, AMGEN has grown into one of the world’s leading independent biotechnology companies. With a mission to serve patients globally, AMGEN is at the forefront of delivering innovative medicines, spearheading transformative research, and maintaining excellence in biomanufacturing. Through its cutting-edge products and services, AMGEN touches the lives of millions of patients worldwide, providing advanced therapies that make a meaningful impact on health outcomes.

As AMGEN’s reach expanded across borders and its product portfolio diversified, the company found itself facing a significant challenge: how to manage a complex and diverse digital presence for multiple brands in various regions while adhering to regulatory compliance, ensuring brand cohesion, and supporting the company’s evolving needs in a fast-changing industry.

The challenge wasn’t just about consolidating a growing number of digital assets, but about creating an integrated solution that could support AMGEN’s global operations, provide tailored experiences for diverse audiences, and facilitate real-time decision-making. To tackle this challenge, AMGEN turned to XCentium, a trusted partner in digital transformation, to design a solution that would unify its brands on a single, cohesive digital platform.

The Challenge: Unifying a Global Presence

As AMGEN grew and evolved, its digital presence became fragmented, with separate websites for different product lines and regions. This lack of consistency and scalability created inefficiencies in managing and delivering brand messages, educational content, and patient support across its global market.

More specifically, AMGEN faced the following challenges:

Regulatory Compliance: The company operates in a highly regulated industry, with strict requirements from the FDA, MAC, and ADA. Any digital platform must ensure compliance with these regulations, safeguarding patient privacy, securing sensitive data, and maintaining transparency in all communications.

Fragmented Digital Experience: AMGEN needed a way to deliver a consistent and seamless digital experience across multiple brands and countries while ensuring that the specific needs of each market and audience were met.

Real-Time Marketing and Data Insights: The ability to make fast, data-driven decisions is vital in a competitive and fast-paced market. AMGEN needed a platform that could integrate with marketing systems to provide actionable insights and support rapid decision-making.

Scalable and Secure Infrastructure: As a global leader, AMGEN needed a reliable and scalable platform that could support their growing needs and provide security for patient data and other sensitive information.

Streamlined Cloud Management: A unified platform would not only help to align branding and messaging across markets but also ensure smooth management of cloud services, facilitating better performance and optimization.

The stakes were high, and AMGEN needed a partner that could deliver a comprehensive solution that addressed these challenges while supporting their ongoing mission to provide innovative therapies.

The Solution: Personalized Experiences at Scale

To address AMGEN’s complex digital needs, the company partnered with XCentium, a digital experience agency known for its expertise in building scalable, personalized, and regulatory-compliant digital platforms. Together, they developed a cutting-edge digital solution that unified AMGEN’s brands and delivered a transformative experience for both healthcare professionals and patients.

The new digital platform provided the following key features:

Personalized Experiences at Scale
AMGEN’s digital platform was designed to deliver tailored content for diverse audiences, ranging from healthcare providers to patients. By leveraging advanced data analytics and user segmentation, the platform provides each visitor with relevant information, improving engagement and user satisfaction. Doctors can access clinical data, research findings, and patient support tools, while patients benefit from easy access to educational resources and treatment options.

Real-Time Marketing Insights
With integrated marketing systems, AMGEN’s platform empowers its teams with real-time data analytics, enabling them to make informed decisions quickly. These insights are crucial in optimizing campaigns, improving marketing strategies, and boosting overall engagement across the globe. Marketers can track user interactions and content effectiveness in real time, adjusting strategies for maximum impact.

24/7 Security and Scalability
Built on AWS infrastructure, the new digital platform ensures a highly reliable, secure, and scalable solution. AWS allows AMGEN to maintain peak performance during high traffic periods, ensuring fast load times and robust security features. Additionally, the platform meets regulatory compliance standards, ensuring the protection of sensitive patient data and privacy.

Innovations Delivered

XCentium deployed several innovative technologies and solutions to align AMGEN’s digital platform with its ambitious goals. These included:

Helix Architecture for Unified Platform
XCentium utilized Helix architecture, a robust solution designed to support scalability and ensure consistency across all five of AMGEN’s global brands. This architecture ensured a seamless user experience, with uniform design and functionality across different regions, while still allowing for customization to meet local needs and requirements.

Sitecore 9 Upgrade for Data-Driven Customer Experiences
To enable AMGEN to deliver highly personalized and relevant content, XCentium upgraded the website to Sitecore 9, a leading digital experience platform. This upgrade allowed AMGEN to leverage real-time data and insights, providing dynamic content that was customized for each visitor’s needs. Sitecore’s robust analytics capabilities also empowered AMGEN’s marketing teams to continuously optimize and refine their digital strategies.

Video Integration with Brightcove
Video has become an essential tool in modern healthcare marketing and patient education. XCentium integrated Brightcove, an enterprise-grade video platform, to deliver a rich library of videos. These videos not only engage AMGEN’s audience but also provide healthcare professionals with educational content and patients with treatment information and support materials.

Streamlined Deployment and Regulatory Compliance
One of the critical challenges was ensuring regulatory compliance while maintaining a rapid deployment cadence. XCentium developed a branching strategy that allowed for multiple deployments per month while ensuring compliance with the MAC review process. This strategy significantly reduced the time required for regulatory approval, speeding up the launch of new features and content.

FDA-Approved Patient Portal for Aimovig
As part of AMGEN’s commitment to providing valuable resources for patients, XCentium designed and launched a secure, custom portal for the Aimovig brand. This patient portal meets the highest regulatory standards, including FDA compliance, and offers patients access to essential tools and information about their treatment, including dosing schedules, educational content, and support resources.

The Outcome: A Unified, Future-Ready Platform

AMGEN’s new website and digital platform have far exceeded expectations, not only addressing the company’s immediate challenges but also laying the foundation for future growth and innovation. The platform has delivered tangible results in several key areas:

Enhanced Customer Experiences
The new platform has significantly improved the user experience for healthcare providers and patients. With tailored content and seamless navigation, users can easily access the information they need. Whether it’s for medical professionals seeking the latest research or patients needing treatment information, AMGEN’s website has become a trusted resource.

Marketing Empowerment through Data-Driven Insights
With real-time data and analytics, AMGEN’s marketing team can now make rapid, informed decisions that optimize their strategies across all markets. The platform’s insights allow for better-targeted campaigns, resulting in improved engagement, increased efficiency, and a higher return on investment (ROI).

Global Scalability and Security
Powered by AWS, AMGEN’s platform is highly scalable, ensuring the company can continue to grow without compromising performance or security. The platform also meets stringent security standards, providing a safe and reliable environment for sensitive healthcare data.

Streamlined Regulatory Compliance
The new platform’s regulatory features have made it easier for AMGEN to maintain compliance with FDA, MAC, and ADA regulations. By streamlining the deployment and approval processes, the company can launch new features and content faster while ensuring regulatory adherence.

Conclusion: Empowering AMGEN’s Mission of Innovation

Through its partnership with XCentium, AMGEN has successfully transformed its digital presence into a unified, scalable, and compliant platform that supports the company’s mission to educate healthcare providers, engage patients, and drive marketing innovation. The platform’s advanced features, including personalized content delivery, real-time data insights, and seamless integration of video and other media, have empowered AMGEN to better serve its global audience.

As a result, AMGEN is poised for continued growth and success in the biotechnology industry, providing critical support for healthcare professionals and patients while maintaining its leadership position in the sector. With its new digital platform, AMGEN has solidified its commitment to improving patient outcomes and advancing the future of healthcare.