Indegene increases Omnichannel campaign ROI by 14% for leading medical device manufacturer

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The Customer

A global top 10 medical technology company has a wide range of products and solutions to improve medical discovery, diagnostics, and delivery of care.

Marketing professional reviewing campaign performance on dashboard screens

The Need: Omnichannel marketing campaign operations

  • Their drug delivery systems division that specializes in pre filled syringes for vaccine delivery was looking for an innovative method to make marketing campaign operations more efficient and effective
  • Client was looking to improve campaign operations maturity across EMEA markets, which was highly fragmented
  • Campaign management processes were inefficient
  • No reusable content across the campaign lifecycle
  • Changing regulatory guidelines were making 100% compliance a challenge
  • Need was to deliver improved customer engagement across channels to deliver customer 360 operations

The Solution

Indegene's innovative solution for the leading medical technology company focused on several strategic interventions to address the challenges in their campaign operations across the EMEA markets. Here's a more detailed breakdown of the key components of the solution:

MAP Institutionalization & Success:

  • Activation of the Marketing Automation Platform (MAP): Indegene focused on fully leveraging the capabilities of the MAP, ensuring that it was properly integrated into the client's ecosystem. This included customizing the platform to meet the specific needs of the client, enabling better data integration, and streamlined marketing processes.
  • Rollout to Key Markets: The MAP was rolled out across selected key markets with the goal of establishing a standard approach that could be replicated effectively. This rollout was accompanied by training sessions and support to ensure that local teams could fully utilize the platform.
  • Focus on Initial Success: Early wins were prioritized to demonstrate the value of the MAP, build confidence among the user base, and refine the approach based on initial feedback.

New Channel Activation:

  • Social and Programmatic Channels: Recognizing the need to engage with healthcare professionals and patients on modern digital platforms, Indegene enabled the activation of new marketing channels such as social media and programmatic advertising. This approach helped to reach a broader audience and allowed for more targeted, data-driven marketing campaigns
  • Cross-Channel Orchestration: By integrating these new channels into the MAP, Indegene facilitated a more cohesive and coordinated approach across all marketing touchpoints. This ensured that the messaging was consistent and that insights gathered from one channel could inform strategies in others

Insights & Personalization:

  • Capturing and Defining Campaign Complexity: Indegene worked on capturing the intricacies of each campaign, allowing for a more nuanced understanding of different market needs and campaign requirements. This detailed insight helped in customizing campaigns to fit local market dynamics effectively
  • Introduction of a Tracking & Monitoring System: A system to track and monitor service level agreements (SLAs) and other key performance indicators was established. This enabled the client to maintain high standards of performance and compliance across all campaigns
  • SLA Calculator and Shopping Cart Experience: For internal stakeholders, such as brand teams, Indegene introduced tools like an SLA calculator, which simplified the planning and execution of campaigns. The shopping cart experience allowed for easy selection and customization of campaign elements, aligning with both budgetary and strategic needs

Outcomes

  • Captured and defined Campaign complexity thoroughly
  • Introduced tracking & monitoring system to measure SLAs
  • Shopping cart experience for brand teams via SLA calculator

40%

Faster time to market

$100k+

per year per country saved

14%

Higher marketing ROI

These strategies collectively enhanced the company's marketing efficiency, streamlined operations, and improved engagement with the target audience, ultimately leading to a significant increase in marketing ROI and faster time to market.

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