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Multi-channel Marketing Campaigns

THE GOAL
To increase the number of visits of a communications and advertising campaigns, by means of the use of new channels (Internet, e-mail, mobile telephony, etc).

GENERAL DESCRIPTION
The design and creation of Multi-channel Marketing Campaigns (Internet, e-mail, SMS messages) in an independent manner or together with a more general campaign of offline means (press, specialized magazines, mailing, etc), in such a way that the number of visits is increased and it reaches a greater number of doctors.
A Platform for the management of communications and promotional campaigns via several channels, by using the different means which the Multi-channel Marketing offers in a coherent manner.

Representación gráfica de como funciona una campaña multicanal: e-mail, SMS, MMS, VOZ, Marketing Directo, Buscadores

JUSTIFICATIONS
The use of e-mails and of mobile phones nowadays reaches more than 90% of all professional groups, including doctors, in the same way that many of them use Internet for finding professional information. Therefore, a communications and/or advertising campaign using these means along with the more traditional ones will guarantee a greater number of visits and a far greater coverage.

BENEFITS

  • Internet: A large amount of information available to the doctor. Information available at the request of the doctor (zero intrusion)
  • E-mail: Non-intrusive communications and contacting the doctor at a time when he is not busy. It permits interactivity. It saves cost and time for implementation. It offers flexible formats. It can follow parameters. It is universal. It can manage results in an exhaustive manner.
  • SMS – Mobile telephony: The ubiquitousness of the means. Immediacy of the communications. It allows limited interactivity.
  • Online campaigns.


CRITICAL POINTS OF SUCCESS

  • The legal approval and permission of the doctor to receive information using these means (informed consent).
  • Segmentation and coherence in the message received by each channel.
  • Monitoring and analysis of the results, which allow for retro-supply in the marketing strategy
  • Adaptation of the campaign to the media used without losing any coherence in the message which is to be transmitted


METRICS

  • E-Mail: Ratio of the reading of the e-mails, CTR (Click Through Rate)
  • SMS: Ratio of the reading of the message
  • Internet: Number of visits and hits .


[MORE INFORMATION]

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