Client Overview
Industry
Healthcare
Region
Global
Company Size
15K-30K
Featured Solution
Marketing Cloud - Email Studio, Journey Builder & Personalization
About the Client
The client is a global pharmaceutical leader known for developing innovative therapies. They offer science-led, patient-focused therapies across oncology, neurology, and cardiology. With a strong focus on advancing patient care, they recently launched an FDA-approved medication for chronic migraine management.
The Need for a Modern Brand Awareness Strategy
Bringing a breakthrough treatment to market is only half the battle. The real challenge lies in making sure the right people hear about it. After securing FDA approval for their chronic migraine medication, this pharmaceutical leader set out to build awareness among healthcare professionals and patients alike.
However, low brand recognition in the consumer space made gaining traction difficult. Their outreach efforts leaned heavily on traditional channels like field reps and printed brochures, which limited scale and speed.
With minimal digital infrastructure in place, the brand struggled to deliver timely, targeted education or spark meaningful conversations around the new medication.
“We had the science. What we didn’t have was a scalable way to connect with people who needed to hear about it.”
Key Obstacles to Generating Awareness for the New Medication
Limited Brand Visibility
The brand was relatively unknown in the consumer space, making it harder to attract attention in a crowded market.
Gaps in Patient Education
Patients lacked the resources to understand symptoms, treatment benefits, and how to initiate informed discussions with their doctors.
No Established Digital Presence
The absence of an online content strategy or owned digital platforms made it difficult to deliver timely, targeted information.
Difficulty Reaching the Right Audience
Without digital targeting capabilities, their message wasn’t consistently reaching qualified healthcare professionals and patients.
Reimagining Engagement With Salesforce Marketing Cloud
To help the customer build a scalable digital presence and connect with patients and healthcare providers (HCPs), we implemented a comprehensive engagement strategy using Salesforce Marketing Cloud. The goal was to segment audiences intelligently, deliver personalized education, and automate outreach across channels for better impact and efficiency.
Here’s What We Implemented:
- Audience Segmentation: Built custom Data Extensions using a combination of first-party and third-party health interest data. This helped segment the audience into groups, such as-
- Patients with an interest in migraine management
- Healthcare providers (based on NPI registry)
- Content Strategy and Email Campaign: Developed role-based content journeys in Email Studio. Created email templates and tested rendering across devices. The email series for patients included-
- Email 1: Migraine facts and impact
- Email 2: Symptoms and triggers
- Email 3: Treatment overview and drug benefits
- Email 4: “Talk to your doctor” guide + Find-a-doctor CTA
The email series for HCP included-
- Email 1: Clinical data highlights
- Email 2: Prescribing information
- Email 3: Patient support resources
- Journey Automation: Deployed automated patient and healthcare professional’s journeys using Journey Builder. This included-
- Dynamic entry via website sign-up, ad click, or form submission
- Wait periods and decision splits based on engagement
- Re-engagement triggers if no email opens or clicks after 7 days
- Cross-Channel Engagement: Integrated Marketing Cloud Personalization to show tailored website banners to known users. Displayed popups for free migraine guide download. Enabled SMS and push notifications via Mobile Studio for opted-in users to share reminders and wellness tips.
- Lead Capture and Nurturing: Created gated content downloads on Cloud Pages to capture leads into Data Extensions. Triggered follow-up emails with downloadable resources and thank-you messages based on form submissions.
- Performance Tracking: Delivered weekly dashboards highlighting open rates, CTRs, and conversions to monitor campaign effectiveness and inform optimizations.
- Content Personalization: Personalized the content using AMPscript for recipient role, location, and engagement level. Provided approved drug content and clinical data for improved user experience.
The Impact: From Limited Outreach to Targeted Patient & HCP Engagement
The client successfully transitioned from rep-led, print-heavy outreach to a digital-first strategy rooted in data and automation. Personalized email journeys and real-time web experiences led to higher engagement across both patient and HCP segments. The migraine relief guide saw a notable increase in downloads, indicating a stronger interest in proactive care and treatment options.
“Patients weren’t just opening emails—they were engaging deeply. The migraine relief guide downloads surpassed our initial projections, quickly becoming an engagement driver and lead magnet.”
Highlights
32%
Increase in Site Traffic From Email Campaigns
21%
CTR on Educational Content Emails
18%
Uplift in “Find a Doctor” Form Completions
Thousands of Downloads for the Migraine Relief Guide
Conclusion
The solution did more than launch a campaign and reshaped how the pharmaceutical brand engages with patients and healthcare professionals. Through CRM integration, precise audience segmentation, and personalized content delivery, they were able to raise meaningful awareness around their new treatment. By using Salesforce Marketing Cloud’s full suite, Team Grazitti helped them establish a scalable framework for future outreach and sustained brand growth.
Testimonials
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Web and Email
Extole
Ping Identity
Marketo Inc.
Our Partners
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