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Transcript
Healthcare provider File 42311.7 Proving your ROI A leading healthcare company employs a database marketing strategy to prove the return on investment of their database marketing strategies. Situational Overview: To improve your marketing you need to understand what is working and what not working. Our client was headed in the right direction, coordinating and deploying multiple campaigns on a frequent basis, but they were only analyzed individually. To get a full picture of the direction of their marketing strategy they needed to conduct analyses across campaigns as well. The problem was that limited time and resources did not allow for these types of analyses to be conducted in-house. An Experienced Approach: Deep-Dive Analysis This marketing team needed to understand the effectiveness of global strategies. An analysis of all marketing campaigns studied the effect of multiple mailings, discounts, mailer type, and other strategies on response rates, and ultimately ROI. $2 MM Reduction in mailing costs in first year alone Strategy Compile results from all campaigns Test previous marketing theories Identify effective strategies Measured Results Previous marketing strategies were proved unprofitable, and more effective strategies were identified. The client’s reactivation strategy of putting people back into a campaign was found to be unsuccessful. Multiple responders were virtually non-existent. Using these new learnings, the marketing division was able to save over $2 million in mailing costs in the first year! SmartBase Solutions, LLC 18322-A Minnetonka Boulevard Deephaven, MN 55391 952.767.9900 www.smartbasesolutions.com
