Client case study
How e-detailing can inform and drive commercial operations
A global medical device company wanted a better understanding of customer needs and behaviour to deliver more impact in HCP meetings and prioritize commercial efforts.
An e-detailer informed by a smart content strategy, and powered by interactive components and additional channels, was developed to give each HCP a tailormade experience.
The system tracked every interaction across the customer journey to assess whether the HCP was a low, medium or high prescriber.
Better customer engagements and knowledge:
- 13% change in customer segment identification
- 25% increase in engagement time
- 80% CTR on personalized emails with product content
Understanding customers better
A global medical device company – operating within wound care – needed a much better understanding of customer needs and behaviour. Knowing what message to deliver at what time, was especially crucial when facing restrictions and time-constraints on how sales representatives could communicate with nurses and doctors.
The company wanted a solution that could drive data on customer behaviour and interests in order to personalize engagements and focus commercial efforts on high-priority HCPs.
Turning a large product portfolio into a digital content piece
The challenge was to gain these insights while communicating a large portfolio of products and product components – and fully support individual customer needs.
Together with us at Agnitio and the digital agency RMH MEDIA, a content strategy was developed, consisting of 5 key components:
- Ask questions related to the HCPs’ prescription habits
- Ask questions related to product needs and preferences
- Have interactive elements suggesting a product combination based on that input
- Generate a personalized email that addresses an HCP’s specific interests
- Ensure data tracking on all of the above
Creating a digital customer journey
Agnitio’s Rainmaker system grabs physician data from the CRM, and combines it with input from previous meetings, to ensure that the content adapts to the specific customer. It also identifies and tracks prescription habits and interest areas to assess whether the HCP belongs in the low, medium or high prescriber segment.
By automatically generating an approved email containing specific product information and relevant supporting content, a simple multichannel customer journey is easily created. The system tracks the HCP’s engagement with the mail and how much of the content is accessed. This further supports customers’ individual needs and provides the ability to understand their behaviour and interests during and after the meeting.
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Software Engineer, RMH MEDIA
Better customer segmentation and engagement
Within the first 3 months of rolling out, the company achieved:
- 13% change in segment identification (low, medium or high prescriber)
- 25% increase in time with the HCPs
- 80% click-through-rate (CTR) on personalized emails with product content
In a simple way, this shows the potential for e-detailing to provide more personalized HCP experiences – and demonstrates how data-driven insights can inform commercial efforts during the meeting and beyond.
Agnitio and the Rainmaker platform were selected because of the ability to create simple multichannel customer journeys with high value to both HCPs, and the ability to deliver actionable insights on customers to the company.