Infosys, a provider of business consulting and technology, engineering and outsourcing services, has formed a partnership with GlaxoSmithKline (GSK), along with Fabric Worldwide, to optimize digital channels across its global consumer healthcare and pharmaceuticals business lines.

The partnership will simplify and improve effectiveness of how GSK delivers digital engagement with consumers and healthcare professionals by creating Global Digital Services (GDS), a new shared service which will drive standardized processes and sharing of best practices in creating and securely delivering information, across multiple digital channels.

The service will utilize the Digital Marketing Platform, built by Infosys in partnership with Fabric Worldwide. The proprietary BLUE (Build, Listen, Understand, Engage) framework of the Digital Marketing Platform will allow GSK to quickly build digital assets and listen to consumers across an array of digital channels. GSK will be able to use the platform's analytical capabilities to better understand consumer segments and leverage audience insight to deliver an engaging brand experience. The platform will allow teams to collaborate through advanced work flow capabilities and foster re-use of digital assets. Infosys, in partnership with Fabric Worldwide, will also provide specialized digital marketing services and analytics to enable GSK to improve the effectiveness of digital media.

“We recognize that our customers, consumers and other external stakeholders increasingly want to engage with us online,” said Phil Benton, vice president, Global Digital Services, GSK. “Global Digital Services will enable us to provide globally standard processes, scalable assets and advanced analytics to support better and more efficient engagement with these external audiences. Infosys and Fabric bring important and complementary capabilities to give us the potential to make a real step forward in this area."