Case Study: Danone Nutricia achieves almost 50% higher repeat purchases and improved patient compliance with dotdigital

Marketing automation made child’s play

Nutricia, Danone’s advanced Medical Division, launched Souvenaid, a nutritional drink for the dietary management of early-stage Alzheimer’s. The main challenge was driving patient compliance and repeat purchases by supporting caregivers—who often make purchases on behalf of patients—while building a 360° customer view and bringing email marketing in-house.

Nutricia implemented Souvenaid Connections by integrating Salesforce with dotmailer to deliver automated, personalized email journeys tied to CRM and purchase data. The campaign achieved a 48% open rate, 21% click-through rate, and increased repeat purchase rates from 38% to 57% for participants (almost 50% higher), all through seamless, fully automated reminders and tailored content.

Danone Nutricia

Lloyd Rees

Digital Marketing Executive