Case study: Data-driven marketing in the healthcare sector
“I’ve spent another two hours on reporting today – and I’m still missing the most important figures.” We often hear this sentence before we start specific data analytics projects with our customers. There is plenty of data – e.g. from LinkedIn, Google Analytics, Meltwater, Hubspot, Salesforce, Excel and numerous other sources. But bringing data together and analyzing it in a meaningful way not only takes time, but also requires in-depth expertise and experience – especially if it has to be done quickly. And this is exactly where our case study begins.
Create a central database, generate insights efficiently
Two companies from the healthcare sector, formerly competitors, were merged – under one roof, but with two brands that remained active. Both were aimed at similar target groups and offered a comparable portfolio. The new management faced a major challenge: how can two brands with two completely different data worlds be compared quickly and efficiently? This was the only way to leverage synergies, optimize costs in a targeted manner and develop a coordinated, future-proof marketing strategy.
Together with the client, we set up a scalable, central data infrastructure to create transparency and develop meaningful reports for different groups of users – with KPIs along the entire customer journey. This was not just about pure marketing data, but also about integrating financial and CRM data into the modern data stack. Due to the complexity of the project, data strategy was a very high priority.
The most important successes at a glance
Thanks to the new BI infrastructure with a data stack for CRM and financial data as well as marketing costs and key performance indicators, a major step has been taken towards transparency and more informed decisions – for management, marketing, finance and the entire company.
Reporting now provides a clear overview of costs, successes and the financial performance of both brands. Comparisons, forecasts and strategic insights are now available at the touch of a button.
All the details in the case study
Read the case study “Data Driven Marketing in the healthcare industry” now to find out more about how challenges in terms of data consolidation can be solved in a smart and time-efficient way.
If you are facing a similar challenge, please get in touch with us! We will help you step by step.