The client need
First Databank (FDB) provide software designed to deliver better medication decision support for GPs. With a small in-house marketing team in the UK, they asked HarveyDavid to implement their Eloqua instance and create an outbound campaign to introduce their product to a healthcare audience.
How we helped
We implemented a standard Eloqua configuration for FDB which included integration with their CRM. 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 our 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. The campaign performed beyond expectations, generating a high number of demonstration enquiries.
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.