Matt Goff, Digital Marketing Lead, Coherus BioSciences
When Matt Goff joined Coherus, he had a vision of how to use technology to differentiate the company by leap frogging other biotechs using traditional tech stacks to offer a better patient experience. While 10 years ago the popular strategy for integrating technology into a life sciences company was investing in outside platforms such as Salesforce or Adobe technology stacks, Matt wanted to build much of that infrastructure for Coherus in house. As a result, he’s helping to future-proof the company’s marketing activities and eliminate the data silos that limit competitors’ opportunities.
For instance, building their home-grown CRM database on the blockchain gives them the dexterity to enable plugins and extensions using smart contracts to customize data nodes without having to bear the cost of an expanded tech stack. Matt and his team have created a connected ecosystem that allows them to feed any exhaust data they receive from any sort of engagement back to their analytics and field teams, so they have a more comprehensive knowledge of what’s happening with their customers. Matt estimates their work building the company’s technology infrastructure has already saved them thousands this year alone and could potentially save billions as the company expands its portfolio.
Matt’s data-centric approach is also paying off in terms of campaign effectiveness. For their disease state education campaign on nasopharyngeal carcinoma called NPCfacts.com, they have seen visitor traffic 11x the previous year’s total category search volume. Matt has set his eyes on social and digital influencers as the next opportunity to elevate patient experience at Coherus by building a digital influencer board to supplement existing non-personal promotion.
