Seattle Genetics – Interactive Pipeline Tool and Analytics Tracker
Overview
OSP developed a bespoke website to capture and analyse usage data from Seattle Genetics’ interactive pipeline tool at congresses across Europe. The goal was to provide the client with real-time insight into delegate engagement, personalised navigation paths, and the popularity of different agents.
The Challenge
The website needed to be delivered within just four weeks to meet an upcoming congress deadline. Delegates accessed the pipeline tool in varying ways, with different routes to the same content and some agents being more popular than others. The client required the navigation and reporting to be intuitive, visually clear, and robust enough to work even when congress WiFi was unreliable.
Conclusion & Results
£2.5M
Financial return
2300+
HCPs actively engaged with the sales messaging
The Approach
OSP produced wireframes and flat designs for approval before development began. We built a hand-coded system that captured all interaction data locally and uploaded it to Microsoft Azure Cloud once a stable internet connection was available, ensuring seamless tracking even in low-connectivity environments.
The website was branded to match the pipeline tool, with colour-coded results linked to each agent. Filterable tables, graphs, and call-out boxes highlighted key metrics such as the most-viewed content at each congress. A central portal allowed the client to analyse data across multiple congresses, identify the most popular pathways, and determine the top five agents of interest for healthcare professionals.
Key deliverables included:
- Wireframes and flat designs for client approval
- Branded front-end website
- Hand-coded offline-first data capture system
- Microsoft Azure Cloud integration for live reporting
- Filterable tables, graphs, and call-out boxes for results
- Central portal for cross-congress analysis
- Top-pathway and product popularity reporting
The Impact
The website was delivered on time and provided the client with a clear, centralised view of delegate engagement across multiple congresses. It allowed Seattle Genetics to identify trends, optimise content pathways, and better understand which agents were most relevant to healthcare professionals. The system proved robust, even in challenging connectivity environments, giving the client confidence in the data and insights collected.
“OSP is always open for improvements and discussions on possible solutions – which is appreciated. The collaboration with OSP has been a great and successful one since I started working with you two years ago. The team is relaxed but professional, able to deliver consistently across multiple booths and congress activities, no matter how many we had in a year (16 in 2023).
"Even with lots of changes and last-minute requests, OSP always accepted feedback, considered it, and presented further solutions and alternatives. They went the extra mile supporting ad hoc activities outside the original scope, and their flexibility, organisation, and almost 24/7 responsiveness were invaluable.”
