Enhancing Pharma Marketing with Salesforce Marketing Cloud
Improving Marketing Automation with NotifyVisitors and WebEngage
February 10, 2025 Vistaar Digital partnered with Leading Multinational Pharma Company, a global healthcare leader in the pharmaceutical industry, to help address their marketing automation challenges. Pharma Company needed a solution to personalize and automate their marketing campaigns effectively across the Middle East and East Asia. The pharmaceutical giant sought to enhance customer engagement, streamline marketing workflows, and optimize email delivery while navigating regional regulations and ensuring device compatibility.
_ PROBLEM AREAS
The Pharma Company faced several obstacles in scaling and optimizing its marketing efforts across diverse regions. Vistaar Digital identified and addressed the following critical issues:
Regional Diversity
The vast differences in languages, cultural nuances, and healthcare regulations in the Middle East and East Asia made it difficult for the Pharma Company to implement a unified marketing strategy. Each region had unique needs that required tailored marketing approaches to ensure relevancy and compliance.
Device Compatibility
Ensuring that marketing emails were properly formatted and legible across a variety of devices was a significant challenge. Emails needed to be responsive, meaning they had to adjust and display optimally on smartphones, tablets, and desktops to enhance user engagement and prevent frustrating customer experiences.
Complex Customer Journeys
Managing customer journeys across multiple touchpoints for both healthcare professionals and patients was becoming increasingly complex. The reliance on manual marketing processes made it difficult to track interactions and deliver personalized content. Automation was needed to simplify these journeys and improve efficiency.
_ SOLUTION
To help Pharma Company tackle these challenges, Vistaar Digital implemented Salesforce Marketing Cloud (SFMC) as a comprehensive marketing automation solution:
Journey Builder: Vistaar Digital used Journey Builder to design automated, personalized customer journeys tailored to Pharma Company’s target audience in different regions. These journeys included welcome campaigns, educational content, and post-engagement follow-ups based on recipient behavior and engagement. This approach ensured relevant messaging was delivered to healthcare professionals and patients across multiple regions.
Contact Builder & Automation Studio: Vistaar Digital leveraged Contact Builder to centralize Pharma Company’s customer data and create segmented, targeted lists. Automation Studio helped streamline repetitive tasks and workflows, automating the timely delivery of campaigns, and increasing operational efficiency.
Responsive Email Design: Vistaar Digital worked with Pharma Company’s creative teams to design responsive email templates. These templates ensured that emails were optimized for readability and engagement across different devices, including mobile phones, tablets, and desktops, providing a seamless experience for recipients.
Personalized Content: Dynamic content was utilized to personalize email messages based on geography, healthcare role, and user behavior. This allowed Pharma Company to deliver region-specific, compliant, and highly relevant communications to their target audience.
_ RESULTS
By partnering with Vistaar Digital and leveraging Salesforce Marketing Cloud, Pharma Company achieved significant improvements in their marketing automation efforts across diverse regions:
Efficiency in Campaign Execution: Automated customer journeys streamlined the campaign creation and delivery process, reducing manual efforts and ensuring campaigns were executed more efficiently and on time.
Improved Engagement: The responsive email design and dynamic content features helped deliver a more engaging, personalized experience for recipients. The mobile-optimized emails improved interaction rates, particularly among mobile users.
Better Customer Targeting: Vistaar Digital’s segmentation strategy, combined with dynamic content, allowed Pharma Company to target its audience with more relevant messages, resulting in better engagement and a stronger connection with healthcare professionals and patients.
Scalability: Salesforce Marketing Cloud’s capabilities allowed Pharma Company to scale their marketing efforts efficiently. The platform helped meet the needs of healthcare professionals and patients across a variety of countries in the Middle East and East Asia.
Through this partnership, Vistaar Digital helped Pharma Company streamline its marketing operations, ensuring compliance with regional regulations, improving customer engagement, and maintaining a high standard of communication. This automation solution not only optimized Pharma Company’s marketing strategies but also enhanced the overall customer experience across multiple regions.