Launched Customer Engagement Journeys for S.Korea
The Challenge
Rising Marketing Costs and Declining Brand Recall
The business had mass-marketing tactics for its doctors, with underutilization of marketing automation platform. The tactics were static and not interconnected leading to non-personalized engagement with target doctors.
Our Approach
Audience & Engagement Journey Design, Measurement Framework Installation
ThinkCraft ran a comprehensive analysis to segment doctors & create target groups. We established a Journey Creation Framework with brand leads and developed personalized journeys for each segment using existing channels & messages. Furthermore, we established an implementation & measurement plan through their marketing cloud to track success in an automated fashion, leverageable more widely.
The Results
Personalized Campaigns and Reduced Marketing Costs
- 20% reduction in resource costs to manage campaigns through marketing platform.
- 80% improvement in customer responsiveness to now personalized & coordinated campaigns.
- Clear roadmap for expansion to include new channels in the framework.