Situation
Medical device manufacturer wanted to raise patient awareness about new product benefits using limited marketing budget.
Challenges
- Complex messaging
- FDA Regulations
- Track actual point of sale
- Grow sales with limited budget
- Internal cooperation
- Skeptical sales force
- No marketing infrastructure in place
Goal
Validate the consumer marketing spend while developing a turn-key direct-to-patient (DTP) marketing solution that would educate, motivate and measure potential patient populations.
Solution
EDB Agency process in action:
Conducted review of all existing data.
- Current segmentation is not actionable as detailed in communication plan
- 90% of revenue being driven by three consumer segments
- Acquisition too focused on offers to unproductive segments
- Program too dependent on expensive paper communications
- Retention communication need to "humanize" the features
Used existing segmentation to create a segment "make-over".
- Created a Visual Road Map® to bring segments to life
- Connected the segments to online program(s)
- Use retention messaging to build simplified acquisition messaging
- Recommended a life-cycle based platform to decrease account churn
Program updated quarterly over one year to evaluate effectiveness and need for modification.
- Deploy break-through communications targeted to non-subs and existing subs that detail the range of products, while emphasizing the day-to-day lifestyle benefits that these products and subsequent features have to offer.
- Reduced segment messaging to a few 'actionable' tatics
- Reduced reliance on paper communications
- Communication frequency revised based on close
- Built more marketing-driven program website(s) to capture customer engagement
Shifted budget to conversion program to increase ROI.
- Applied our Strategic Process across all brands
- Improved results for underperforming products
- Stay ahead of the competitor claims
- Train staff
