Xulane®'s CRM campaign focusing on increasing brand engagement and loyalty through a structured communication strategy encompassing awareness, conversion, and retention.
Client •
Viatris
Category •
DTC Pharma
Serivce •
CRM Journey and Design
The Ask:
To implemented a Direct-to-Consumer (DTC) Customer Relationship Management (CRM) plan to enhance brand preference and loyalty among U.S. females aged 18-34 seeking non-daily flexible birth control options.
Why CRM?
Using CRM as a direct line of communication XULANE is able to keep patients connected to XULANE throughout their journey-- offering reliable resources and information.
Patients expect pharmaceutical companies to reach them via digital and social means with 70% wanting to be reached by email.
Objectives:
Drive Meaningful Actions: Encourage consideration through patient brochure engagement, conversion via doctor discussion guide downloads, and savings card enrollment.
Measure Success: Utilize metrics like email open rates, click-through rates, website traffic, and savings card enrollment.
Strategy:
Initial Awareness: Information dissemination about Xulane®, promoting brochure downloads.
Conversion: Emphasize discussions with healthcare professionals and savings card sign-ups.
Retention: Focus on long-term engagement and repeated savings redemption.
Tactics:
Communication Approach: Ensure brevity and clarity in messaging, focusing on single, clear calls to action (CTAs) for maximum conversion and retention.
Emotional Connection: Foster an emotional bond with consumers, empowering them to discuss Xulane® with healthcare providers.
Access to Savings: Facilitate easy access to savings options, increasing brand desirability and loyalty.
