Case Study:
Leveraging Analytics to Optimize Customer Reach

Our client, a leading company in durable medical equipment, was facing a mature market with an 11% annual sales decline. Within 7 months, we were able to leverage our analytics to increase our client’s sales by 25.8% for inactive customers and by 8.3% for current customers.

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MMC’s expertise in multichannel marketing provides a unique platform to
revitalize our client’s customer base. MMC’s analytics process helps to
develop the targeting based on the propensity to buy with the highest 
rate of return.

MMC’s expertise in multichannel marketing provides a unique platform to revitalize our client’s customer base. MMC’s analytics process helps to develop the targeting based on the propensity to buy with the highest rate of return.

 

Acquiring, Engaging and Retaining Customers
Through Cost Efficient and Effective Methods

 

The Overview

A leading company in durable medical equipment with dominant market share needed help expanding their reach
and frequency of sales and marketing activities. The client was facing a mature market with an 11% annual sales
decline. The challenge was to acquire, engage and retain these customers through cost efficient and effective
methods. MMC targeted customers that showed the highest propensity for conversion with a competitive
product buyout. MMC’s efforts resulted in an additional $568,391 in incremental sales.

A leading company in the home health market with dominant market share needed help expanding their reach and frequency of sales and marketing activities. The client was facing a mature market with an 11% annual sales decline. The challenge was to acquire, engage and retain these customers through cost efficient and effective methods. MMC targeted customers that showed the highest propensity for conversion with a competitive product buyout. MMC’s efforts resulted in an additional $568,391 in incremental sales.

 

 

 

The Challenge

A leading company in durable medical equipment was facing a mature market with an 11% annual sales decline over the previous three years. Due to reductions in the client’s field sales organization they were limited in the reach and frequency of sales and marketing activities for a large percentage of their customer base. The challenge was to acquire, engage and retain these customers through cost efficient and effective methods.

The Solution

MMC delivered a data-driven multichannel solution utilizing direct mail, email, digital engagement center and tele-sales to approximately 5,500 customers. Direct mail and email campaigns directed dealers to our digital engagement center where they had access to instructional videos, catalogs, sell sheets, pricing, and order placement. In addition, our teledetailing targeted customers based on the frequency of order placement to increase upsell and cross sell opportunities in the locations that were purchasing regularly as well as to drive restocking orders and interest in new products for those dealers that had not purchased in the previous 12 months.

ACTIVE CUSTOMERS: TARGET AND CONTROL



PROSPECTS: TARGET AND CONTROL



The Results

MMC’s analytics process developed targets and controls for Non-Buyers and Current Customers. The incremental sales on the two populations are as follows:

 

8.3%

for current
customers

 

25.8%

on inactive
customers