Case Study: Moving from Direct Mail to a Multi-channel Approach

Multi-channel Approach

The client

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 is medical professionals who are often hard to reach.

The challenge

With a small in-house marketing team still reliant on traditional methods such as Direct Mail, First Databank was looking for an agency who could help them define and implement their first multi-channel digital campaign using marketing automation.

The solution

The client had not implemented Eloqua but wanted to try out inbound marketing with an element of lead nurture and automation as a taster. To keep costs down, we repurposed a report and developed an inbound strategy to identify, reach and nurture leads.

Using MailChimp, we ran the campaign as a proof of concept, and after just a couple of days, we received a message from the client asking us to pause the campaign. Being human, we assumed we must have done something wrong. The reality was much better; the client received more requests for a demo than the sales team could manage! An excellent problem to have.

The results

First Databank saw an uplift in demonstration requests and one of the solutions we helped promote went on to become a leading medication prescribing a solution for the National Health Service. Pleased with the results, they committed to setting up an Eloqua instance. HarveyDavid guided them through implementation, integration, strategy, content and ongoing technical support.

Client Testimonial

“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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