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Iris > Case Studies > Sanofi's Innovative Approach to Managing the Knee Pain Treatment Journey
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Sanofi's Innovative Approach to Managing the Knee Pain Treatment Journey

Applicable Functions
  • Sales & Marketing
Use Cases
  • Inventory Management
  • Traffic Monitoring
The Challenge
Sanofi, a global healthcare leader, was looking to establish a Consumer Direct marketing program for Synvisc, a visco-supplement treatment for Osteo Arthritis of the Knee. The primary challenge was to identify and manage leads effectively to drive increased conversion. The company needed a comprehensive strategy to not only generate leads but also to manage them through a customer journey that would result in higher conversion rates. The challenge also involved developing a highly relevant communication stream that would engage the customers and prospects effectively.
About The Customer
The customer in this case study is Sanofi, a global healthcare leader that discovers, develops, and distributes therapeutic solutions focused on patients' needs. Sanofi is engaged in the research, development, manufacture, and marketing of healthcare products. Its core strengths are in diabetes solutions, human vaccines, innovative drugs, consumer healthcare, emerging markets, and Sanofi Genzyme. In this case, Sanofi was looking to improve the marketing and conversion rates for Synvisc, a treatment for Osteo Arthritis of the Knee.
The Solution
Sanofi took a bold leap forward by establishing a database of current users and prospects yielded from a wide range of lead generation activities. They developed a progressive knee pain profiling and qualification system, along with a highly relevant e-mail and direct mail communication stream. The customer journeys included dozens of data-driven triggers designed to ensure maximum treatment conversion. Furthermore, Sanofi implemented a strategy to evaluate and optimize media from all channels to redirect for maximum conversion. The solution was heavily reliant on analytics to inform media targeting, which played a crucial role in driving increased traffic and conversion.
Operational Impact
  • The implementation of the Consumer Direct marketing program and the use of analytics to inform media targeting resulted in significant operational improvements for Sanofi. The company saw a substantial increase in traffic, conversion rates, and email engagement. The data-driven approach allowed Sanofi to optimize their media channels effectively, ensuring maximum conversion. The high engagement rates were a result of the hyper-personalized communication stream developed as part of the solution. The customer journey management approach also played a crucial role in supporting media optimization and driving increased conversion.
Quantitative Benefit
  • 36% increase in traffic year over year
  • Increased conversion by 30%
  • Email engagement rates reaching nearly 40%

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