Industry: Healthcare

Year Completed: 2023

Situation: While working with a healthcare company, there was an emerging need to promote a new medical product that the company intended to market to their current customer base. To drive success of this product and launch their cross-sell strategy, there was a need to increase product adoption of alternative products across all eligible customers. Though this product had been released for a year prior to this campaign, this was one of the first major campaigns launched for this product. This company did not have a defined cross-sell strategy, and their alternative products had very low awareness amongst their main customer base. This was one of the first campaigns I launched during my tenure at this organization.

Challenge: Driving current customers to adopt a new product with personalized messaging that increases overall engagement.

Goals:

• To increase message personalization for different microsegments within the target audience.

• Increase product adoption across all customer segements.

• Generate incremental orders and revenue directly attributed to this promotional campaign.

Solutions:

• Utilize advance data points to increase the micro-segmentation within the target audience.

• Test specific messaging for each customer segment with clear CTAs.

• Personalize campaign messaging based on customers' previous purchases, and recommend alternative products to customers based on their needs.

• Launch an incremental promotional campaign to drive engagement.