Case Study: Top-10 Pharmaceutical Company achieves faster formulary communications and increased sales with Merkle

Dynamic Messaging in Life Sciences

A top-10 pharmaceutical company was losing revenue because formulary changes weren’t reaching healthcare providers quickly—sales reps and marketing approvals could delay messages 1–12 weeks. The company engaged Merkle, a data-driven CRM and digital agency, to target high-value HCPs, NPs/PAs and office staff with faster, more consistent communications.

Merkle implemented a solution using data and analytics to identify impacted clinicians, an automated templated creative workflow, channel optimization and a financial model to allocate promotion spend. The program reduced the gap between a formulary win and HCP communication by up to two months, increased engagement and field productivity, generated incremental sales through iterative optimization, and achieved initial campaign ROIs of 2.7:1.