A leading pharmaceutical marketing company was challenged with organizing an effective E-promotion program. They needed help with segmenting the responses to E-promotions to gather consumer intelligence on various marketing approaches. They were also desirous of organizing the responses to facilitate an easy CRM interface for follow-up. They needed help with developing and implementing these solutions in a short period of time. Simultaneous with this need, the company was experiencing data management problems resulting from multiple databases needing to feed information into a user friendly consolidated reporting infrastructure for various constituents to access on an as needed basis.

 

Relevante personnel collaborated with the client's internal project management and technical staff to document and implement the operating process and technical architecture for the client's E-promotion programs. The solution consisted of sending e-mails to potential customers and segmenting the responses in various categories based on pre-established algorithms. This automatic categorization facilitated easy follow-up communications to those potential customers. To address the multiple database data management challenge, our consultants led the database consolidation effort by working with internal project management and development personnel to design a database to support the multiple external database feeds and the processes for applying updates to the database. They also developed a web reporting interface.