Optimizing Digital Experiences for a Global Pharmaceuticals Company

Companies that operate across different regional markets carefully choose platforms that allow them to build websites that deliver personalized digital experiences. For such companies, a DXP like Optimizely provides the ideal foundation, combining intuitive content management, seamless integration capabilities, and enterprise-grade scalability in a single solution.

The customer is an international biopharmaceutical company with a portfolio of 3,500 medicines in nearly every therapeutic area. With operations in more than 60 countries, the company plays a vital role in making health care accessible worldwide.

Brimit had previously supported the customer’s digital ecosystem through multiple internal and customer-facing projects. This time, we were entrusted with developing a global corporate website that would communicate the company’s mission, values, and global impact while delivering localized experiences to audiences across various regions.

Optimizely stood out as a platform that meets the strategic and operational needs of large, regulated B2B enterprises. It combines flexibility, integration-readiness, and a modern architecture with robust content management capabilities.

The customer selected Optimizely for the following reasons:

Seamless integration with enterprise systems

Optimizely integrates smoothly with the customer’s existing tech stack, including CRM, marketing automation, SAP, and PIM, to ensure consistent data flow across platforms and support marketing and sales operations. Its flexible, API-first architecture includes REST APIs, webhooks, and native connectors, making it the perfect fit for custom integration scenarios and secure data exchange in regulated environments.

Streamlined global content management

Multisite and multilingual support allows the company to manage content across regional websites efficiently, ensuring global brand consistency while enabling localized relevance. Optimizely provides granular user permissions, language fallbacks, and shared content blocks that simplify regional content operations and governance across teams.

Scalability for growth

Optimizely’s cloud-native architecture offers the scalability needed to support the customer’s complex organizational structure, global operations, and expanding digital requirements. Optimizely DXP includes managed hosting, auto-scaling, content delivery via CDN, and deployment pipelines to ensure reliable performance and minimal infrastructure maintenance.

Advanced personalization for targeted engagement

The platform supports precise content personalization based on location, behavior, and user attributes, enabling the customer to engage different healthcare audiences effectively. Its personalization engine uses both rule-based targeting and AI-powered content recommendations, leveraging visitor data and behavior patterns in real time to tailor experiences at scale.

Support for traditional, hybrid, and headless architectures

Whether following a monolithic model or adopting a headless or hybrid approach, Optimizely provides the flexibility to align with any strategy. Our customer selected headless architecture to correspond to its business and marketing goals. The CMS supports decoupled content delivery via GraphQL and REST APIs while still enabling classic page-based authoring, giving teams control over how and where content is rendered.

Built-in experimentation and continuous optimization

Optimizely’s native A/B testing and experimentation tools empower the company’s marketing teams to improve content performance and user engagement without heavy reliance on developers. These features are deeply integrated into the CMS, allowing the company to test everything from CTA variations to layout changes and provide real-time analytics and traffic allocation control.

Key integrations included:

• User profile handling (UPH) to provide personalized experiences
• SAP integration to provide real-time product pricing, availability, and order details
• PIM integration to streamline product data management, including names, identifiers, descriptions, and images

To enhance content operations, we leveraged core Optimizely CMS features, such as inline editing, media and asset management, and multisite/multilingual support, to provide global scalability.