Compliance E-Management

OBJECTIVE:
A leading pharmaceutical company wanted to ensure usage of its product by the consumer on a regular basis.

CHALLENGE:
While the benefits of its product were already clear, the company believed it would increase its product's use if it could simply remind consumers to do so in an engaging format. This required a compliance program that consumers would find valuable and regularly respond to, rather than perceive as intrusive or annoying.

SOLUTION:
A points-based rewards program was developed and executed through an e-mail newsletter "reminder", which featured articles on health and well-being that related to the client's product. Recipients earned points by interacting with the e-mail in various ways and different points values associated with different activities—opening the e-mail, reading an article, forwarding to a friend, responding to survey, etc. Consumers could convert accumulated points into entries for various sweepstakes. The more points earned, the more entries and higher chances of winning.

RESULTS:
The rewards-based reminder concept worked. Surveys and program reporting demonstrated that consumers who received the reminder were more likely to use the product on a regular basis. In addition, the client's e-mail database continued to grow.

Plus, Collabrys dynamic e-mail content system customized automated e-mail content in advance, which reduced costs and time traditionally spent on creative development.

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