技术
- 功能应用 - 企业资源规划系统 (ERP)
适用行业
- 医疗保健和医院
- 药品
适用功能
- 产品研发
- 销售与市场营销
用例
- 需求计划与预测
关于客户
Florence Healthcare 是一家领先的临床试验软件提供商,为 45 个国家/地区的 10,000 多个研究中心提供服务。他们的软件简化了医学研究人员临床试验监管要求的管理。 Florence Healthcare 的软件在加速全球临床试验(包括辉瑞的 COVID-19 mRNA 疫苗)的文档流程、跟踪记录和整合数据方面发挥了重要作用。在与辉瑞公司签订合同之前,该公司主要与中型生物医学和制药研究公司合作。这一成功激发了他们扩大客户群以纳入更多大型制药客户的愿望,从而促成了他们与 6sense 的合作。
挑战
Florence Healthcare 是一家为 45 个国家/地区 10,000 多个研究机构提供临床试验软件的提供商,在扩大客户群方面面临着重大挑战。在与辉瑞成功合作开展 COVID-19 mRNA 疫苗试验后,Florence Healthcare 旨在赢得更多大型制药客户。然而,他们之前的营销方法(程序化营销总监 Jenny Bunn 形容为“喷雾和祈祷”)不足以像辉瑞那样抓住机会。这种方法涉及通过希望相关的广告来建立品牌知名度,推动客户获得希望有用的内容,并吸引他们进行富有成效的对话。虽然这一策略成功地赢得了中小型客户,但需要采取更复杂的方法来吸引更大的制药公司。
解决方案
为了应对这一挑战,Florence Healthcare 于 2021 年与 6sense 合作。6sense 数据使 Florence 能够识别哪些客户正在购买新解决方案,通过高度集中的营销信息瞄准特定受众,捕获客户参与度,并加强和优先考虑外展活动,以产生可预测的结果收入。最初,Bunn 将 6sense 见解与广告活动结合起来,以改善受众和消息定位。她还使用 6sense 根据“理想客户档案”标准构建了针对中端市场客户的综合营销活动,从而实现了 2.5 倍的渠道增长。此外,业务开发团队利用 6sense 数据启动了外拨策略,使他们能够在不进行推销的情况下进行外展。最后,Bunn 与战略客户团队合作,精心策划了一场旨在吸引潜在客户参加网络研讨会的消息传递活动,使用 6sense 数据来识别和邀请潜在客户。
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