CRM case study 3: Marketing Budget Optimisation

The company's issue

A pharmaceutical company is on the edge to launch a new product. It envisioned a mass communication campaign to support the sales effort. However, due to budget cuts, they have planned only two brand contacts.

The solution

• MDC Partenaire scanned through the available data owned by the company, then completed it by a rented data base, composed by different key actors.
• The new target, which has been defined upon its behavior characteristics, was used to create a specific and sustainable customer relationship

The idea

When marketing budgets are low, owning a trustworthy and sustainable customer data base enable profitable and efficient marketing campaigns to support sales.