Case Study of Pfizer: How Marketing Automation helps the Pharmaceutical industry create more engaging and fruitful digital relationships

1. DIGITIZING PHYSICIAN INTERACTIONS
How Marketing Automation helps the Pharmaceutical industry create
more engaging and fruitful digital relationships
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2. ENGAGING PHYSICIANS IS FAIRLY COMPLEX
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3. MANY PHARMA COMPANIES DON’T HAVE A STRATEGY IN PLACE
TO INTERACT WITH PHYSICIANS
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4. DELIVERING
BEYOND THE PILL
Pharmaceutical companies can
add tremendous value for
physicians by providing high
quality information in user friendly
way, thereby demonstrating their
leadership
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5. OUR CLIENT, AN AMERICAN GLOBAL PHARMA GIANT WANTED
TO USE TECHNOLOGY TO BUILD DEEPER COLLABORATIONS WITH
PHYSICIANS WITH A FOCUS ON PATIENTS’ NEEDS
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6. Workshop by Asian
Society of Continuing
Medical Education
THE EVENT
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7. Workshop by Asian
Society of Continuing
Medical Education
BRAND OBJECTIVE
To effectively engage the
event attendees (Physicians)
with ‘Know Pain’ dental
program
THE EVENT
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8. Workshop by Asian
Society of Continuing
Medical Education
BRAND OBJECTIVE
To effectively engage the
event attendees (Physicians)
with ‘Know Pain’ dental
program NETCORE IDEA
To combine traditional
channels with digital and adopt
a multi-channel marketing
strategy for information
dissemination
THE EVENT
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9. BROCHURES
SPEAKER
PRESENTATION
LED SCREENS
DISPLAY BANNER
USING THE POWER OF
MISSED CALL
SMS
EMAIL OBD
WEBFORM
INTEGRATING 4 CHANNELS TO
SHARE THE RESOURCE
PHYSICIAN
THE CAMPAIGN
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10. THE AUTOMATION
WORKFLOW
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11. Missed Call given
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12. Thank you for
your interest. You
can download
Know Dental Pain
module now at
<url>
Thank You SMS with
landing page link to download
Missed Call given
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13. Check if
form filled
Thank You SMS with
landing page link to download
Missed Call given
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14. Check if
form filled
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Yes
Don’t miss the
chance to be a part
of the Global kNOw
Pain initiative and
download the
interactive kNOw
DENTAL PAIN
module pdf at <url>
Missed Call given
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15. Check if
form filled
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Send email with Link
to download PDF
Yes
Missed Call given
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16. Check if
form filled
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Check if
Link clicked
Send email with Link
to download PDF
Yes
Missed Call given
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17. Check if
form filled
END
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Feedback Email
Send email with Link
to download PDF
Yes
Yes
Missed Call given
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18. Check if
form filled
END
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
Yes
YesNo
Missed Call given
END
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19. Check if
form filled
END
Thank You SMS with
landing page link to download
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
Yes
YesNo
Missed Call given
END
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20. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
YesNo
Missed Call given
END
Don’t miss your
chance to download
the interactive
Know Dental Pain
pdf and module at
<url>
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21. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
YesNo
Missed Call given
END
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22. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
YesNo
Missed Call given
END
Yes
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23. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
10 days
Reminder SMS 2
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
YesNo
Missed Call given
END
Yes
Pending! Download
the interactive
Know Dental Pain
pdf and module at
<url>
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24. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
10 days
Reminder SMS 2
Check if
form filled
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
YesNo
Missed Call given
END
Yes
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25. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
10 days
Reminder SMS 2
Check if
form filled
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
YesNo
Missed Call given
END
Yes
Yes
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26. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
10 days
Reminder SMS 2
Check if
form filled
10 days
Reminder SMS 3
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
No
YesNo
Missed Call given
END
Yes
Yes
Last chance! Be a
part of the Global
Know Pain initiative
and download the
module at <url>
END
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27. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Reminder SMS 1
Check if
form filled
10 days
Reminder SMS 2
Check if
form filled
10 days
Reminder SMS 3
Send SMS with Link
to download PDF
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
No
YesNo
Missed Call given
END
Yes
Yes
END
HIGHLIGHTS OF THE CAMPAIGN
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28. Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Check if
form filled
10 days
Check if
form filled
10 days
Send SMS with Link
to download PDF
Check if
Link clicked
10 days 10 days
Feedback Email
Send email with Link
to download PDF
YesNo
No
No
YesNo
Missed Call given
END
Yes
Yes
END
Reminder SMS 1
Reminder SMS 2
Reminder SMS 3
MULTICHANNEL
RETARGETING TO
INCREASE
CONVERSIONS
Retargeting at the right
frequency to influence
response and also
create brand recall
Reminder Email
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29. Reminder SMS 3
Reminder SMS 2
Reminder SMS 1
Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Check if
form filled
10 days
Check if
form filled
10 days
Check if
Link clicked
10 days
Reminder Email
10 days
Feedback Email
YesNo
No
No
YesNo
Missed Call given
END
Yes
Yes
END
Viw the
CONVENIENCE THAT SHAPES
USER EXPERIENCE
Physicians can download and view the
resource in the channel of their choice
Send SMS with Link
to download PDF
Send email with Link
to download PDF
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30. Reminder Email
Send email with Link
to download PDF
Send SMS with Link
to download PDF
Reminder SMS 3
Reminder SMS 2
Reminder SMS 1
Check if
form filled
10 days
END
Thank You SMS with
landing page link to download
Check if
form filled
10 days
Check if
form filled
10 days
Check if
Link clicked
10 days 10 days
YesNo
No
No
YesNo
Missed Call given
END
Yes
Yes
END
BUILDING LASTING
RELATIOINSHIPS
Encouraging feedback and keeping
doors open for future interactions
Feedback Email
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31. HOW THE CAMPAIGN
PERFORMED
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32. 2261
1572
1147
436
NUMBER OF
MISSED CALLS
FORM CLICKS LEADING OT
LANDING PAGE
2261
THANK YOU SMS WITH
LINK TO FILL FORM
NUMBER OF
FORM FILLS
NUMBER OF RESOURCE
DOWNLOADS
70%
73%
38%
CONVERSION%
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33. SURPRISE RESULT
The automation planned only for the 3
day event received immense
response. Physicians not just
actively interacted with the brand
but also did word-of-mouth
marketing by passing on the missed
call number to colleagues.
X4
Leads generated from the automation
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34. Email
32%
Mobile
68%
+34%
Retargeting helps
conversion lift
Preferred channel for resource
viewing was mobile
Feedback email
received good
response
OPEN RATE
41%
KEY HIGHLIGHTS
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35. NO MATTER THE INDUSTRY, MARKETING AUTOMATION CAN
HELP ACHIEVE BUSINESS GOALS
To build your success story, reach us at mtg@netcore.co.in
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