Understanding the Roadblock

The company’s free trial voucher for a breakthrough diabetes device had huge potential, but it wasn’t reaching enough people. Only 5% of eligible patients were actually completing the redemption process, leaving most people without the chance to see how the device could improve their daily lives. To change that, the focus had to go beyond just short-term sales. The goal was to connect with patients across multiple channels, guide them step-by-step through the journey, and build lasting engagement even long after the trial ended.

Designing a Seamless Patient Journey

We began by designing a customer-centric omnichannel marketing strategy across web, email, SMS, and mobile apps. The plan was to bring all those touchpoints together into one smooth, personalized experience that made it easy for the patients to start and stay on the journey.
To make that possible, we connected a powerful lineup of tools: Salesforce Marketing Cloud, Salesforce CRM, Data Cloud, Datorama (MCI), Power BI, and Adobe AEM. These systems worked together to pull all the data into one place and make it easier to launch targeted campaigns and see exactly how patients were engaging, all in real time.
We also rolled out a measurement framework and data governance best practices across the analytics function to make it easier to see what was working, and make any quick adjustments as needed to continuously improve the campaign’s performance.

From Low Engagement to Measurable Growth

The results spoke for themselves. Within just a few months, the new strategy and tech stack delivered:

• An 18% increase in customer acquisition

• A 42% boost in email deliverability

• A 25% lift in open rates

Improved funnel performance at both MOFU and BOFU stages, which signaled a much stronger level of engagement while driving higher adoption rates and long-term retention.

The Ongoing Partnership

This project set the stage for an even stronger partnership with the client’s marketing and analytics teams. With their channels, tools, and data sources now working together, the client has reached more patients, kept them engaged, and is now supporting them throughout their care journey.