Last Updated on May 17, 2023
Client situation
A pharmaceutical company with focus on the Benelux had the aim to increase their contact frequency and coverage with healthcare professionals, especially GPs. They experienced that creating personal touch points contributed to a better understanding of their treatments. Their additional goal was to find out how their target group liked to be contacted regarding content & channels, enabling them to improve their contact frequency.
Challenges
Although they have several sales reps, the organization concluded that the coverage and frequency of their sales reps was limited. They also wanted to contact their target group in a more effective and efficient way. They were facing a limited number of opt-ins to contact HCPs by email to find out channel & content preferences. Another conclusion was that they were suffering from opt-outs from GPs they wanted to contact digitally.
Solution direction
Although they have several sales reps, the organisation concluded that the coverage and frequency of their sales reps was limited. They also wanted to contact their target group in a more effective and efficient way. They were facing a limited number of opt-ins to contact HCPs by email to find out channel & content preferences. Another conclusion was that they were suffering from opt-outs from GPs they wanted to contact digitally.
Approach
To be successful ,we made a clear segmentation of the target group. The aim was to determine who we wanted to contact and why? And very important is to select the right content to be offered for the right segment of GPs.
To come up with a not too lengthy script for the call, we discussed with our client what 3 questions we should ask to find out how the company can be relevant for the GP? In this way, we collected the content & channel preferences for communication with the GPs.
All data collected was logged in a GDPR proof way and also the dialogues with the GPs were captured, giving our client the possibility to deep dive into the details of the conversations. And off course a summary of the highlights was provided.
We also apply a test and learn approach. After a series of dialogues, we evaluated the results with the client. And where needed we adapted the approach to improve the results.
Results
- Collected from more than 50% of GPs specific channel & content preferences.
- Of the GPs without an opt-in, we received from more than 70% an opt-in.
- Turned more than 40% of opt-outs into opt-ins.
- The marketing team was able to engage digitally with GPs based on provided opt-ins and preferences.
What can DataCare do for you?
With DataCare, powered by Tele-SalesDirect and OptInsight, we combine smart technology with the power of high-quality telephone customer contact. Too often telephone calls are not regarded as a channel in the customer journey. Phone calls are effective and can be embedded as additional touch points for many purposes like converting an opt-out into an opt-in, follow-up of a digital contact, increase frequency etc. For more information, see our factsheet.
If you are interested and want to have a chat with one of our experts, please contact us at contact@staging8.opt-insight.com.
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