First Databank offers software solutions for the healthcare industry. In the US they reach 84% of discharged patients, 177 million insured individuals and are responsible for 3.1 billion prescriptions. Their audience are medical professionals who are often hard to reach.
With a small in-house marketing team in the UK, First Databank asked HarveyDavid to implement their Eloqua instance and create an outbound campaign to introduce their product to a healthcare audience.
We implemented a standard Eloqua configuration which included CRM integration. We also worked with the marketing team to familiarise them with the Eloqua interface and provide basic user training.
During the integration process we undertook a thorough audit of their existing data, mapping it to their CRM requirements to ensure consistency for future automation activity. We used the client’s knowledge of their typical customer buyer journey to establish a multi-touch campaign to drive engagement, incorporating data capture with progressive profiling.
Using the customer insight we created a high value gated asset which targeted existing legacy customers inviting them to learn more about FDB’s latest medicines management software.
Working with HarveyDavid, FDB has built on this success and has continued to deploy successful campaigns, optimising their use of Oracle Eloqua and enhancing their marketing automation.
“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
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