This case study looks at how we successfully implemented a centralized consumer marketing campaign solution for a pharmaceutical client. By collaborating with stakeholders, they developed a targeted strategy based on patient segmentation and onboarded new data. In just six weeks, they implemented a Martech stack with an integrated consumer database, enabling real-time data ingestion. Deploying trigger-based CRM campaigns, they achieved impressive results with high open and click-through rates. Ongoing monitoring ensured campaign success, demonstrating Blend's ability to drive impactful marketing campaigns.
The task at hand was to develop a centralized consumer marketing campaign solution for a pharmaceutical client, particularly for their inaugural product launch as a new brand. Blend was enlisted to deliver the essential technology for effective campaign management, facilitate a holistic understanding of the consumer, generate insightful campaign reports, and leverage analytics and CRM insights to optimize reach and operational efficiency.
In order to create a comprehensive and effective strategy, we worked closely with various stakeholders and agencies to identify the most impactful touchpoints for different patient segments. By collaborating with Legal, IT, and other agencies, we established trust and became a trusted partner and facilitator. This involved on-boarding new data to define campaign strategies that would successfully convert prospects into patients. Additionally, we coordinated activities, reviewed campaign results, and developed a detailed workplan. To ensure consistency and efficiency, we also created business rules and documented a full Playbook for campaigns and end-to-end tests within the CRM database.
The implementation of a Martech stack with a fully integrated consumer database was successfully accomplished within just 6 weeks. This allowed for the ingestion of real-time data from multiple sources and enabled the deployment of trigger-based omni-channel CRM campaigns in a HIPAA-compliant environment. The introduction of multi-level triggered campaign streams resulted in remarkable engagement rates, with each campaign achieving an impressive open rate of over 50% and a click-through rate of 30%. Moreover, as a direct outcome of these campaigns, an impressive 20% of CRM registrants converted into loyal brand customers. To closely monitor and measure the performance of these efforts, comprehensive weekly reporting dashboards were implemented.