Case Study: a top 10 global pharmaceutical company cuts RM program costs with FICO Precision Marketing Manager

Consumer relationship marketing solution drives multi-brand, mutli-channel marketing efforts

A top 10 global pharmaceutical company sought to improve its market share and multi-brand marketing efficiency. The challenge was to move away from siloed, product-centric campaigns and develop a centralized, consumer-centric relationship marketing (RM) strategy to drive customer acquisition, compliance, and persistency. To achieve this, the company partnered with vendor FICO and its FICO Precision Marketing Manager solution.

FICO implemented a solution centered around creating an RM Center of Excellence. This provided a centralized platform that integrated vast amounts of consumer data from numerous channels, enabling targeted, multi-channel marketing campaigns across all of the client's brands. The results were significant, including a 68% reduction in RM program costs and a 65% reduction in the cost per qualified lead. FICO's solution also improved campaign ROI, increased therapy persistence, and generated substantial savings in patient recruitment.