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Building a Scalable Internal Marketing Platform for AstraZeneca
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For a global pharmaceutical leader managing hundreds of marketing initiatives across multiple therapeutic areas, the campaign publishing process had become a significant bottleneck.
Each small marketing campaign — whether an informational page for doctors, patient education materials, or product announcements — required a lengthy, multi-step process:
Starting from minimal organic presence (600 monthly visitors)
Needed to compete with established players in private securities market
Required scalable content strategy to reach target audience quickly
The platform automatically handles domain setup, analytics integration, and departmental permissions – eliminating the most time-consuming technical tasks.
The new system empowers marketing managers from any therapeutic area (R&I, Cardio, Diabetes, or Oncology) to directly publish campaigns without technical assistance.
The system automatically:
Connects to the appropriate department's tracking
Restricts access to authorized department managers
Applies consistent branding and compliance standards
Rather than assuming solutions, we began with discovery.
Through multiple stakeholder meetings with marketing teams, we identified specific bottlenecks and pain points in their workflow. After several iterations of prototyping and testing, we developed a user flow that drastically simplified the publishing process.
The new approach focused on three core principles:
Reduce manual coordination between teams
Create standardized workflows with built-in compliance
Implement end-to-end analytics across all departments
This transformed the publishing process from a complex, multi-team coordination effort to three straightforward steps:
To solve the problem of campaign materials becoming visually indistinguishable, we developed a visual identification system with unique color coding for each therapeutic area:
Each department (R&I, Cardio, Diabetes, Oncology) received a distinctive color scheme
This color coding throughout the platform made campaigns instantly recognizable by department
Visual differentiation improved content organization and reduced confusion when working across multiple campaigns
The platform integrates powerful tracking capabilities, providing marketing teams with actionable insights:
Campaign attribution tracking (publisher, target audience, traffic type)
Analytics integration
Detailed audience segmentation analytics
A/B testing capabilities to optimize audience targeting
Pharma marketing demands security and usability. We built AstraZeneca’s AWS-based system with NestJS & PostgreSQL, ensuring compliance and speed.
For the user interface, we chose TypeScript and React to create a simple, error-resistant experience. We added thorough testing with Playwright and Vitest so marketing teams could trust the system with their time-sensitive content.
The MVP successfully transformed AstraZeneca's marketing capabilities, though specific improvement metrics remain confidential under NDA.
The platform evolves through a feedback loop, driven by marketing team insights.
The system automatically:
Marketing managers now independently publish campaigns without technical support
Departmental color coding ensures quick identification of campaigns
Cross-departmental analytics provide unprecedented visibility into campaign performance
Security and compliance are maintained through automated processes
