EVERSANA Intouch Solutions
“Hacking Healthcare for the people”. Intouch Solutions is a digital pharmaceutical advertising agency and marketing firm, where I worked in brand planning and relationship marketing. Clients included HUMIRA, CREON, Contrave, and Abbott Pharmaceuticals as well as New Business pitches.
Role: Associate RM Strategist
Key Responsibilities: Multichannel marketing strategy, email marketing, dashboard measurement, marketing ecosystem planning.
Multichannel marketing strategy
Using Adobe Experience Manager (AEM), our team was responsible for tracking each touchpoint in user journeys and building dynamic multichannel marketing communications and strategy recommendations.
Tracking was built with a combination of direct and probabilistic linking across devices, channels, and media.
Market Segmentation
Pharmaceutical Marketing strategy, broadly speaking, included two distinct targets: Healthcare Providers and Patients. My role was primarily focused on patient marketing materials and resources.
Each patient persona also have different levels of personalization based on the disease-state they are being treated for. Marketing requires extensive understanding of sciences and legal best practices to provide patients with accurate resources at the appropriate time.
Multichannel Marketing Ecosystem
Tailored emails used modular content with different prioritization based on email best practices. Based on the customer’s interactions on web, social, and mobile, we created emails that had different messaging above the fold customized to the user. For example, one email could focus on Doctor Discussion points as P1 for a patient that visited the symptoms pages online, while another patient could have savings resources as P1 and doctor discussion guides as P2.
Emails lead to customized web pages which added additional tracking and retargeting for future marketing campaigns.
While working on marketing strategy, I would regularly do a content audit referencing the digital resources, advertisements, and social strategies to track where targeting and retargeting opportunities can be identified. This tracking was used to create different modular content for personalization and tracking.
One way we visualized this included flowcharts that highlighted the buyer persona’s journey and noted different digital content. I designed this example as a broad overview of some of our marketing strategies and how they relate to email marketing campaigns.
Success is measured based on engagement, CTR, and impressions. Reporting and content updates for emails was done on a quarterly basis
