Customer Relationship Management (CRM)

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