Aventis wanted to initiate a relational approach with physicians. Aware that our one to one marketing approach and our technologies could help them stand out, Aventis entrusted us with their direct marketing operations for the medical sector.
Prospecting/loyalization mailing campaign
sent in four waves to general physicians
Medium
:
Letter
(Personalized A4 formatted
four-color front side
and 1-color backside document)
Marketing
operation :
Initiation
mailing with a relational
dialog between Aventis
and the physician
Objective
:
Target
as accurately as possible
his/her expectations and
those of his/her patients,
providing him/her advice
and personalized testimonials.
Incite him/her to prescribe
the promoted medication.
Set
up of the operation :
The purpose was to develop a relational approach with each physician. To do this, we sent a message relying on a relevant personalization of the information available in the database, progressively enhanced the data by taking into consideration his/her reactions to the received mailings. Finally, we separated those who were non-responsive to the communications.
Personalization
:
In this document, the testimonial of a colleague was personalized according to the physician’s region and city. The physician’s sex, age, and name and address allowed us to personalize the visual and editorial content in order to create a relationship and sense of proximity with the physicians.
Results
:
Physicians showed a marked interest in the mailing: the relational approach and personalized advice were very well received. The response rates were significantly higher than recorded in previous campaigns.
Prospecting/loyalization mailing campaign
sent in four waves to general physicians
