Life Sciences
Case Studies
Rep-triggered Email Implementation
Summary
Our team worked with a global pharmaceutical company to integrate compliant, approved content into a newly developed rep-triggered email capability via its cloud-based CRM platform. This enabled the company’s salesforce to deliver personalized content without the regulatory risk of traditional email.
Challenge
- A pharmaceutical company wanted to improve representative and customer interaction via advanced email capabilities
- The existing platform consisted of email with limited capabilities for personalized messages from reps to customers
- The organization was in the midst of enhancing its digital promotional relationship with customers
- The organization experienced high costs for design and deployment of the current email communications with limited return on investment and wanted to reduce costs
Approach
- We led the transition of the organization’s rep email platform from a traditional model to a contemporary one with significant enhancements
- We coordinated the efforts of multiple agencies to ensure a smooth transition to an efficient program, optimizing processes from development through MLR approval and training of reps
- We managed the creation of standards and guidelines for new email program, from producing the presentation for senior MLR review team through launching guidelines to brand teams and vendors
- We collaborated on development of a training program for the launch of the new email program to representatives
Results
- Representative and Customer Experience – FluidEdge Life Sciences created email format to support common appearance across the enterprise, yet flexible to representative and customer needs
- We streamlined development and approval processes, while improving content available for the customer offering (all compliant)
- Cost Avoidance/Risk Mitigation – The company saw improved return on email investment with increase in open and click through rates to live, current content
- Brand team and representative feedback was positive in response to launch of new email program