Case Study: GE Healthcare achieves 169% open rates and stronger sales–marketing alignment with Oracle Marketing Cloud

GE Healthcare Achieves Campaign Success and Aligns Sales and Marketing

GE Healthcare’s Dharmacon brand faced the challenge of building a new marketing program after joining GE: selecting the right marketing automation platform, driving awareness and market share, creating a lead model from scratch, and shifting from batch email blasts to triggered nurturing campaigns.

Using Oracle Marketing Cloud, the team implemented sales enablement, targeting/segmentation, content and cross‑channel marketing, launching 56 campaigns in the first year and a five‑message personalized nurture series (rep photo/signature, territory mapping and dynamic content driven by customers’ digital behavior). Within eight weeks the first triggered campaign achieved a 169% open rate and 36% click‑through rate (vs. 30% and 2% previously), strengthened sales–marketing alignment, and gave reps better, more personalized customer conversations.

GE Healthcare