Situation
Wyoming was briefed to investigate and develop more cost-effective content production alternatives that would maintain the client’s email engagement metrics and also reduce the content production resource requirement.
Challenge
As a first step, Wyoming conducted face-to-face interviews to gather real-world insights. During these, life science customers would frequently describe the often conflicting pressures of maintaining punishing research schedules whilst simultaneously remaining abreast of the latest published research of their peers and competitors. In admitting to prioritising lab research over reading time, all respondents acknowledged the reputational risk of inadvertently pursuing duplicate or dis-credited lines of research.
Given these life scientists hadn’t the time to read published competitive research; it was unsurprising that the client’s eCRM content was often consciously ignored.
Our solution to cost-effectively engage these time-poor customers was to develop an app that could profile the professional interests of a user and thereafter automatically search, filter, compile and publish a weekly email containing the latest relevant third-party content.
In addition to automated content aggregation and distribution, the app also featured ad serving functionality that utilized the user profile data to programmatically target client content within the summary emails. By creating a mash-up of client and 3rd party content, the client’s content benefited from exposure alongside content that the scientists trusted, valued, and eagerly consumed.
Solution
A test group comprising 23,000 European customers with more than 24 months of engagement and sales data was selected. This group was split into a control group that would not receive any exposure to the app and the test group, who would be offered free registration to the app. The test group would receive up to 24 emails over a 12-month period encouraging them to register on the app. Within 6 months of the trial commencing the registration email program was consistently performing in the top decile of all client emails (% Open Rates and % Click Through Rates).
Registered users that received the summary news emails demonstrated consistently elevated levels of both open rates and client content click through rates. The user group’s elevated engagement metrics persisted throughout the initial 12-month trial, and translated into an average sales increase of 9.5% as compared to the control group.
The wealth of search data generated by Select allowed Life Technologies to build significantly richer profiles of researchers at various levels of granularity. Life Technologies never edited the search results, always maintaining the tool’s integrity but using the data intelligently to insert subtle signals into daily information feeds that informed scientists about relevant Life Technologies products.
This resulted in information never before available (and kept up to date by the scientists themselves) and which proved invaluable for event marketing, digital marketing and direct sales.
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