The Customer
The company is a global manufacturer and distributor of medicines across a wide range of therapeutic areas. The company wanted to accelerate customer conversions in the European Union markets with a hyper-personalized omnichannel engagement strategy for healthcare providers (HCPs).
Challenges
- Limited visibility into HCPs’ channel preferences, resulting in weak targeting and segmentation
- Unavailability of sales data at an HCP-level
- Inability to quantify marketing channel contributions on incremental sales because of limited key performance indicators
The Solution
Indegene deployed its proprietary Customer Scoring solution to measure HCPs’ affinity toward each channel. We quantified contributions across promotional campaigns using a Channel Effectiveness model. We then re-allocated spending across channels to optimize ROI. This was performed through a scenario analysis using a promotional mix optimizer. Finally, we provided recommendations on impactful omnichannel call plans with optimal frequencies and cadence at the customer segment level.
Outcomes
Indegene’s approach to optimizing the effectiveness of engagement channels and associated marketing investments placed the client on a road to omnichannel success. A clear view of channel affinities strengthened the quality of HCP targeting and segmentation. Furthermore, our scenario analysis also helped them to effectively optimize marketing spend and maximize ROI.
~20%↓
Marketing spend
~10%↑
Brand sales
3
Brands optimized