Increasing the sales of a matured product

The power of Multichannel Marketing

At a glance

Company Type

Diagnostics

Target audience

Physicians, NPs, Labs

Size of audience

12,000 Healthcare Professionals

Results

+39%

Lift in allergy tests in 4 months

130K

Marketing touches executed during the campaign

4:1 ROI

Challenge

Our client, a major diagnostic company, wanted to increase sales of its allergy test to primary care providers and pediatricians, where there had been a sharp decline in test usage due to the popularization of alternative testing methods. Its field sales force was limited and not able to generate a significant reach and frequency for all targets. Additionally, its large website with thousands of products made previous non-personal promotion for the test ineffective.

Solution

We used a data-driven multichannel marketing strategy that incorporated direct mail, email, fax, voice, and a targeted landing page. Through these channels, we were able to reach physicians, nurse practitioners, and labs during peak allergy season (April–July) much more frequently than what was previously possible. Over 130,000 marketing touches were executed during the campaign.

Results

Our 4-month program resulted in a 39% lift of allergy tests leading to the client’s highest allergy test sales in the past 2 years. The incremental revenue drove a 4:1 ROI.

Experience MMC in action!

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