B2B Marketing
Boehringer Ingelheim is one of the world’s leading pharmaceutical companies. Its Australian division chose Tick Yes to build its opt-in email database of targeted Heath Care Professionals (HCPs).
The challenge
To capture the attention of targeted, time poor HCPs around Australia (as identified by Boehringer Ingelheim) in a cluttered & highly competitive environment.
The strategy
Promotional offers were initially sent via direct mail, resulting in a 25% redemption rate through a combination of website registration, business reply-paid cards & fax. A branded email newsletter was then created & sent out to the newly established database. The newsletter incorporated product information, offers & further reasons for healthcare professionals to engage with Boehringer Ingelheim & its brands.
The results
Starting with just a few hundred opt-in emails, the database grew to several thousand thus increasing the effectiveness of the email newsletter campaign.
