Case Study: Top-10 Pharmaceutical Company boosts HCP engagement and ROI with Merkle

Customer Driven Portfolio Optimization

This top 10 pharmaceutical company faced mounting P&L pressure from patent expirations and pipeline gaps while relying on a mass-market, undifferentiated promotion model that delivered the same message to all physicians. The company hired Merkle to improve promotional efficiency and reduce overall spend, leveraging Merkle’s customer-centric CRM technology and portfolio-optimization approach to create a 360° view of healthcare providers (HCPs) and enable tailored promotions.

Merkle built the customer-centric platform, helped form a dedicated customer-centric team, and implemented micro-targeted campaigns based on HCP value, growth and engagement preferences, with a feedback loop combining engagement, performance and perception metrics. The campaigns drove measurable impact: 65% of high-value HCPs engaged, campaign ROI ranged from 2:1 to 6:1 (with responders delivering over 10:1), expanded across retail and institutional brands, and led the client to scale customer-centric promotion and pursue digital and sales-force integration with Merkle.