Case Study: Taking First Databank from Direct Mail to a Multi-channel Digital Strategy

By June 28, 2018Case Studies

The client

First Databank International offers software solutions for the healthcare industry. In the US alone, HHI reaches 84% of discharged patients, 177 million insured individuals and 3.1 billion prescriptions. Their audience is a highly-trained and very busy customer base who are often hard to reach.

The challenge

With a small in-house marketing team still reliant on quite traditional methods such as Direct Mail, they needed an agency who could help them define and implement their first multi-channel digital strategy.

Our solution

HarveyDavid developed an inbound solution that made use of content and marketing automation in order to reach, identify and nurture leads. We tested the effectiveness of email marketing on the audience with MailChimp. Pleased with the results, FDB committed to setting up an Eloqua instance and began sharing high-quality content with their audience by email and social. The outdated website CRM was replaced with WordPress, which made it easier to integrate with Eloqua and update the content on the site.

The results

Hearst Heath saw an uplift in web traffic, solution enquiries and demonstration requests. OptimiseRx, one of the solutions that HarveyDavid helped to support, went on to become a leading medication prescribing software solution used by the NHS (National Health Service).

HarveyDavid transformed our marketing approach, and helped us optimise the way we use Eloqua to drive sales. The increase in enquiries and demonstration requests was impressive, and helped us reach a wider audience without increasing in-house resource.

Emmeline Randall – Head of Marketing – First Databank