Omnichannel Healthcare Marketing Production and Orchestration
The Challenge
Digital communication
Our client did not have a consolidated channel for digital communication.
Long-term solution
Need for a strategy that had an immediate solution and a long-term improvement plan.
Product launch
Temporary restrictions on the use of the top-of-mind tool in the segment for email communication (Veeva Approved Email) and their main communication channel (face-to-face visitation, due to COVID-19).
Our Proposal
Assessment with a step-by-step improvement plan towards a consistent omnichannel strategy.
Create a temporary communication system that could fill the gap of the Veeva Approved Emails with the main features of the tool.
- 01Data capture for generating learnings and monitoring results.
- 02Agile and effective content creation.
The Initial Solution
Development of our own email platform with legal requirements for accountability and permission management (based on open-source software - agility and customization).
Development of a content creation flow that allowed rapid iteration over the format of the materials (based on the availability of materials and audience response).
- 01Content creation and authoring process automation for Landing Pages
- 02Access to a fully customizable Analytics platform and custom dashboards
E-mail Platform
In a period of under 1 month, we were able to develop a MVP of an approved email sending, that not only was able to deliver messages to all the doctors during the start of the pandemic but also was fully compliant with the clients legal requirements and allowed for customization.
Evolution and Growth
Incorporation of new channels and new territories after 2 months of the project.
Addition of WhatsApp sending capability and new formats in LPs (video, PDF download).
Expansion of the initiative to other Latam countries.
After 6 months of the project, migration of all content to another infrastructure/platform.
With the availability of Veeva Approved Email, decommissioning of the customized email platform and migration to Veeva.
New hosting infrastructure for LPs allowing greater flexibility of formats and customization based on usage history.
We develop all touchpoints in a complete omnichannel platform.
Curation and development of content, with over 800 assets developed.
- Registered doctors
- +50k
- E-mails sent
- +221k
- OpenRate
- 40%
- Growth in share among less visited doctors
- +8%
- Growth in share among visited doctors
- +4%
