Using a 1:1 cross-media campaign to qualify new leads for direct sales force follow-up.

1. 399 River Road, Hudson MA 01749
978.567.6000
www.tecdocdigital.com
AN A
NC O
Introd
ucing A P PR CUSTOMER
iDose,Intell
the mo OV E D
st wide
ly-used OF F E
Clinic
al Onc
olog y so
ft
R ware so
lution
M.D.
rding,
Paul Volbe
VAMC
111
A leader in automating the care of cancer patients.
CHALLENGE
Create an effective direct marketing
campaign to secure new customers
IntrinsiQ required comprehensive marketing strategy
OF F E R consult, creative services, production and mailing of
O A PPRed ClV EOD gy software solution
O
A N A NCe, the most widely-us inical ncolo
os
direct mail campaign, and collection and reporting of
Introducing
IntelliD
customer survey responses.
.
n, R.N
obinso
SOLUTION
N.
N. R
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on
ns
bi
Ro
cy
Nan
Bry
so
nC
an
ce
rC
are
Relevant personalized and versioned
direct mail piece directing recipient to a
personalized web survey (pURL).
8.5” x 11” postcard format was designed with variable
fields for main graphics and salutation. Graphic im-
ages, salutation and use of first or last name varied
A N A NC O by postcard based on the title of the recipient. The
A PPROV E postcard was sent in an official light gray envelope
Introducing
IntelliDose,
the most D OF F E R
widely-used
Clinical Onc
olog y software so
with relevant labeling to encourage the recipient to
lution
open the envelope.
University of Califo
rnia, San Franci
sco
Charles M. Parker,
M.D.
The messaging on the postcard contained a brief
summary of the benefits IntrinsiQ’s product provided
to the recipients and an invitation to visit a personal-
ized website to view a special discount offer avail-
able only to the members of the association to which
each recipient’s organization belonged.
Using Data Driven Cross-Media Marketing
to Attract New Customers

2. 399 River Road, Hudson MA 01749
978.567.6000
www.tecdocdigital.com
IntelliDose
system that ... the Oncology clinic
®
automates al
the care of information SOLUTION (cont.)
cancer patie
Dr. Volberdi
nts.
To further encourage the recipient to take the time
ng,
We underst
and that as
challenge of an Oncologist
finding com , you are now IntelliDose
important puter technolo faced with is that soluti
to visit the website they were offered the opportunity
areas of you gy that add the on!
r practice: resses three Ensuring Pat
• Patient Saf IntelliDose
ien t Safety
ety provides auto
• Efficiency and contrai mated dose
ndication war calculation
to win a golf or spa weekend at an exclusive resort if
nings through , dose limit
checking
• Containing Reducing Tim detailed ord
er templates.
Costs e Spent on
Clinical staf
f are more Patient Ad
productive ministratio
checking com n
they completed the survey.
Oncolog y plex orders; spending less
practices nee on patient less time on time on wri
ting and
use, fits wi d a solution care. documenta
tion, more
th the size that is eas time
meets you of y to Ma ximizin
r specific nee your organization, an g Re imburseme
ds. d Using Medica
re Part B gui nt
and capture delines, Inte
s charges for lliDose auto
documents chemotherapy matically calc
The personalized website (pURL) used the same
drug adminis encounters ulates
trations on- as the nurse
line.
W IN A GO
LF OR
1 For a limite
d time Intri
SPA W EE
KE ND
to ANCO
members. To
nsiQ is exten
view this of
ding a ver y
special disco graphic images the recipients had seen on the post-
w w w.PaulV fer visit yo
ur persona
unt offer av
ailable only
olberding.A l website at:
cards and included a personalized welcome page,
2 View this off NCOoffer.c
er
to win your by January 31 and yoom
ch
Silverado Re oice of a Golf or Spa
sort in Napa
u will have
weekend at
the opportu
nity a short survey, a pre-populated contact information
, California. the beautif
ul
404 Wyman
St.
Waltham, MA Suite 100
verification page, and a thank-you page.
02451
Upon completion of the survey and confirmation of
contact’s information, programmed triggers sent out
a thank-you e-mail to each recipient and a lead gen-
eration report to one of IntrinsiQ’s designated sales
representative for immediate follow-up.
Website analytics captured all click-through activity
and automatically compiled a report on all survey
answers. Using a unique username and password
IntrinsiQ was able to monitor campaign results on a
real-time basis and download results if desired.
RESULTS
6.1% of Practice Managers, 5.3% of
Nurses, and 2.6% of Doctors visited
their pURL.
86% of those who visited their pURL
completed the survey resulting in a net
survey completion rate of 2.7% of the
total mailing.
Providing our Customers with Measurable
Improvements in Direct Marketing Results.
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