Case Study: Health Information Systems Company improves audience targeting and lead generation with Softcrylic

Digital Audience Modeling in the Health Information Systems Industry

Softcrylic partnered with a health information systems company that was struggling to effectively define and target key audience segments for its marketing initiatives, particularly for lead generation in clinician solutions and broader product portfolio awareness. The client had begun collecting data in the Adobe Experience Platform (AEP) but needed a sophisticated strategy to leverage this data and its complex toolkit to connect with the right customers.

The solution from Softcrylic involved a three-phase process using AEP and their proprietary Profile ML behavioral modeling system. They aggregated first-party data like web analytics and CRM info with third-party Dun & Bradstreet data to build machine learning models that identified five distinct audience personas. This data-driven approach provided the client with clear, actionable segments for targeted marketing. Softcrylic's work successfully defined these key personas, with two of them, representing 46% of the total audience, being immediately suitable for activation to meet the client's specific marketing goals.