Problem
A major player in the diabetes marketplace had a database with 1.8 million patient names. The original database was developed over 20 years ago and therefore the age of the actual data varied over this same time period. They were utilizing the names to send out their bi-annual newsletter. They could not measure the effectiveness of their direct mail or e-mail programs and they could not justify keeping the program if/when budget cuts were implemented.
Solution
M2 Worldwide recommended the following course of action:- A full review of their current marketing program
- A “value assessment” of their consumer database and db marketing program
- Review of their data collection process
- Identification of key issues which needed to be addressed
- Recommendations on how to get the most out of the patient database asset they already had
M2 Worldwide provided the following deliverables to the client:
- Audit existing product and consumer information
- Reviewed their market research
- Analyzed their key database assets
- SWOT analysis and provide high level direction on how to proceed
- Audit data for HIPPA compliance
- Provided revised data collection plan of action
- Provided recommendations of key patient segments based on market research data and patient value segmentation
- Provided direction on how to supplement current database to determine patient valu
Results
The company was provided clear direction on:- Clear direction on the value of the database they had and the missing information which if filled would create great opportunities for the company A re-contact strategy to get the missing data from the patients already in their database
- A pilot program which introduced a small number of their patients to a customized approach to deliver information on a timelier basis. This was meant to overcome the patients “key barriers to therapy” (based on their own internal market research) at the time patients needed it most
- Pilot was to utilize a “patient starter kit” they already had in market
- The brand team is currently implementing their new strategy
Timing
The program took 8 months start to finish
Our Clients Say
"I have worked extensively with the team at M2 Worldwide. They are well-known experts in the field of professional and consumer relationship marketing, and have continually demonstrated a high degree of quality, customer focus and determination to complete every project to the highest standards in their industry. M2 Worldwide has always worked closely with our teams throughout the entire project process, ensuring optimized outcomes despite changes in the market environment or team personnel and objectives. They act as integral partners to the commercial teams, openly sharing and advocating use of strategic insights from project design through to implementation. Key metrics of persistency and adherence, along with metrics associated with program participation and loyalty, consistently demonstrate the positive outcomes of M2 Worldwide's work."
Director, Specialty Group Pfizer
"M2 Worldwide has made valuable contributions to our business. Their work is always based upon solid insights, and leads to actionable recommendations. Their expertise in international markets and Relationship Marketing is a unique mix. They are personal, expert and get great results."
Process Engineer, Novartis Pharmaceuticals
"I have the highest regard for my M2 team and the ultimate trust and respect. I can’t tell you how much we enjoy our relationship with you and count on your trusty counsel. Thank you so much for all that you do and how well you do it."
Brand Director, Auxilium
"When I work with M2 Worldwide, I am fully confident in their abilities to achieve the desired results, but more importantly, to do so in a way that supports the long term strategy for my brand. I enjoy working with M2 Worldwide as they consistently strive to deliver exactly what I am looking for, and to reach my vision. Their goal is to advance my brand, and they really have been an extension of my team."
Sr. Product Manager, TEVA/Barr Laboratories
"You guys ALWAYS bend over backwards helping out and being flexible with everything so I want to ensure you know I am just teasing - which is also another trait that makes it so fun/interesting to work with you. Having a sense of humor and being able to have some fun with this stuff, while at the same time doing great work is pretty scarce and it makes it all the more valuable when you have it"
Sr Product Manager Center Of Excellence, WYETH
"I have worked with M2 Worldwide on separate occasions and would highly recommend them to anyone looking for an expert in relationship marketing. M2 Worldwide's ability to leverage complex methodologies yet keep it simple in execution are a testament to their deep experience in their field.”
“M2 Worldwide's rich customer insights and unique approach to marketing made an indelible mark on our teams. They bring a great blend of solid experience and the ability to find new opportunities within traditional assignments. Their teams always provided materials that were well-received, and we have continued to use and learn from the work we did with M2WW, long after projects were completed.”
Director Interative Consumer Marketing, Sanofi-Aventis
