Sanofi - Managing the Knee Pain Treatment Journey
The Step Back
- Synvisc is a visco-supplement treatment for Osteo Arthritis of the Knee
- Sanofi wanted to establish Consumer Direct marketing program to identify and manage leads through to drive increased conversion
Bold Leap Forward
- Established database of current users and prospects yielded from a wide range of lead generation activities
- Developed progressive knee pain profiling and qualification, and a highly relevant e-mail and direct mail communication stream.
- Journeys include dozens of data driven triggers designed to ensure maximum treatment conversion.
- Evaluate and optimize media from all channels to optimize and redirect for maximum conversion
Results Fueled by Participation
- Analytics informed media targeting to drive 36% increase in traffic year over year
- Increased conversion by 30% through customer journey management approach and supporting media optimization
- Email engagement rates reaching nearly 40% with 10%+ Clickthrough due to hyper-personalization