Healthcare & Pharmaceuticals
Industry Case
The healthcare and pharmaceuticals industry is a dynamic and multifaceted sector critical in improving global health outcomes. It encompasses a wide range of activities, including drug discovery and development, medical device innovation, healthcare delivery, and biotechnology advancements.
Key players in the industry include pharmaceutical manufacturers, biotech firms, healthcare providers, and regulatory bodies, all of which are working to address complex medical challenges.
Regulatory Compliance
Maintaining compliance with stringent regulations, such as HIPAA, GDPR, CAN-SPAM, and industry-specific guidelines, is essential, as it dictates how consumer patient data can be collected, stored, and used in marketing.
Motiva AI integrates seamlessly with MAPs, ensuring data handling aligns with compliance standards like HIPAA, GDPR and CAN-SPAM. We can target and adapt to contacts without using Personal Identifying Information.
A global medical equipment and pharmaceutical company uses Motiva Frequency Management (FM) to prevent fatigue, unsubscribes, and regulatory complaints. FM saves the Marketing team over 20 hours per month. Instead of meeting to discuss marketing schedules, the team focuses on content targeting and personalization that increases engagement.
The centralized Marketing Ops team oversees regional and product teams that send over 600 emails a year and they needed a way to control the flow. Frequency Management allows you to set limits to the number of emails contacts receive and the system automatically enforces those limits for you, freeing your team up to focus more directly on achieving business results.
Unsubscribes dropped, and overall engagement increased over the first four months of use.
Data Privacy & Security
Protecting customer data and ensuring confidentiality are critical. Any breach of trust can result in significant reputational damage and legal penalties.
Motiva AI doesn’t store Personal Identifying Information outside your secure environment. Our AI-driven insights are generated in ways that maintain security and safeguard customer privacy.
Trust & Credibility
Overcoming skepticism toward promotional content, particularly in a highly scrutinized industry, requires careful positioning and credible messaging.
Motiva uses machine learning to analyze engagement patterns and optimize content, send time, frequency, and segmentation to build trust, and avoid the perception of spam.
Content Personalization
Striking the right tone between technical accuracy and audience comprehension can be difficult, especially when communicating complex medical or pharmaceutical information for patients.
Automated Message Testing, Persona Voice and Send Time AI help you craft highly personalized messages. Continuously learn what messaging resonates best with different audiences to stay relevant.
A leader in medical equipment manufacturing used Automated Message Testing to increase their click rate on direct to purchase campaigns.
The company had been struggling to get meet their marketing benchmarks for over a year and Motiva Message Testing finally pushed them over the bar after testing click rate variables like CTAs, images, and layout.
Deliverability
Email filtering systems in hospitals, clinics, and medical organizations often block or mark marketing emails as spam, reducing reach.
Motiva Dark Pool improves segmentation by analyzing engagement, down funnel marketing conversions and bouncebacks to determine if contacts are engaged and reachable. Keep your core audience engaged, recapture fatigued contacts and send less email to contacts who don’t engage on email.
A global life sciences company uses Motiva to improve deliverability and their sender reputation with a combination of Frequency Management, Send Time AI and Dark Pool.
The company encountered a serious deliverability challenge when their emails were blacklisted by several major Email Service Providers. Their bounceback rate skyrocketed overnight. The marketing department acted quickly to address the issue, which they determined resulted from over sending.
The team quickly Send Time AI, which not only reduced their daily send volume by staggering sends over a 7 day period, but also optimized their engagement rates. They also added Frequency Management to centrally control the number of emails each contact receives from every group in the global organization. These tools addressed the immediate problem and dramatically decreased their bounce rate to a normal range.
The team continued to improve their sender reputation by using Dark Pool to clean out unreachable contacts from their database that cause problematic soft bounces and raise red flags for ESPs. Continual cleaning ensured their audience was reachable and engaged.
Consumer Fatigue
Customers are frequently inundated with promotional emails. Standing out without being overly aggressive can be difficult.
Motiva’s Send Time AI ensures emails are delivered when recipients are most likely to engage and Frequency Management protects contacts from saturation, reducing fatigue and unsubscribes.
A global medical wholesaler used Motiva’s Per-Contact Send Time AI to dramatically improve revenue generation on their quarterly direct-sales-appeal campaigns.
Motiva’s Send Time AI is trained on two years of activity data to automatically send email at the best times for every contact in your database. And, instead of just improving open rates like most Send Time optimizers, STAI is trained to optimize the click rate by finding send times that tend to result in deeper engagement.
Segmentation & Targeting
Addressing diverse stakeholders (e.g., healthcare professionals, patients, caregivers, and regulators) requires highly tailored messaging, making segmentation challenging.
Motiva gathers deep content and behavioral insights on segments that can be used to refine segment definitions. Marketers can use Motiva Generator to deliver hyper-targeted campaigns tailored to specific needs.
Performance Measurement
Evaluating the ROI of email campaigns can be challenging due to long sales cycles and multi-channel customer journeys.
Motiva’s reporting provides insights that aren’t available in your primary MAP and also makes standard performance reporting more accessible to non-technical marketers.
Customer Case Studies
How Thermo Fisher Improved Revenue Generation by 400% in Two Months Using Motiva’s Send Time Optimization
How Agilent Leveraged Motiva’s Message Testing and Send Time Optimization to Increase Engagment by 58%
How Teleflex Used Motiva’s Send Time Optimization to Boost their Unique Open Rates by Over 300%
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