In today’s competitive environment, pharmaceutical companies are using complex response management loyalty programs to ensure market share.

When a large pharmaceutical company was ready to launch a high-volume coupon program to defend its market position against its competitor going over-the-counter, The Hibbert Group successfully executed the program on-time and cost effectively.

The program involved more than 1.8 million responses which came via the Web, Business Reply Cards (BRCs) and Voice Response Units (VRUs). The Hibbert Group built an intensive response management fulfillment system based on unique customer ID’s. The response system tracked how people responded to surveys, how often and which BRC, phone line or web page they responded to. Depending on their responses, they received either a rebate check, various premium packages or special kits with more offers. The fulfillment of all responses was personalized and included a wide variety of incentive items. Our ability to segment customers and provide detailed response analyses ensured that the most qualified audience was being targeted. All of our processes follow strict procedures with regard to Privacy.

When a national wireless company realized that their overlapping regional marketing groups using disparate billing systems and multiple vendors had been delivering different consumer messages at a high cost of operation, they decided to consolidate to one vendor. They chose The Hibbert Group.

We immediately evaluated regulatory and company requirements for offer management across all service areas including constraints for legal notification, privacy and customer service. Our team of business analysts, database designers and client service representatives redesigned and streamlined the existing 12 million-record customer database and associated business processes. The Hibbert Group helped the client understand what data needed to be retrieved from each billing system in order to optimize their marketing and legal programs. A detailed Statement of Work was submitted for each proposed change. Screen and report mockups, a data interface agreement and test plans were prepared and approved. A change control process was managed by the Director of Sales.

Project managers controlled multiple implementation phases of the project plan such as re-engineering campaign management, print management, digital document creation and storage, postal sorts and on-line reporting. Nine separate feeds were simplified and reduced to three. Account Executives worked with the client’s creative agency to redesign kit components. A parallel initiative migrated an additional 8 million records from other regional billing systems.

The redesigned process delivered a consistent message and improved branding at greatly reduced costs. By consolidating regional programs into a single national campaign, the client saved over 40% of its 2001 print and fulfillment costs.

When a major healthcare management company that manages Government programs needed a very large, complex project executed in a short period of time, The Hibbert Group was able to deliver.

The overall project consisted of creating and mailing 427,000 health, dental and vision packets to their subscriber base. The main booklets consisted of 5 to 12 pages that included variable graphics and information. The total project surpassed 7 million laser impressions; 1,420 variable data elements and 10 languages. The content of each package was determined by zip code and income level.

A Hibbert Group project team was assembled that consisted of staff from Laser Programming; Professional Services; Graphic Arts; Account Management; and Digital Demand Replenishment. The first graphic was received in February; and additional files were received during the initial printing. The team shifted programming and print priorities to accommodate the changes and maintain the mailing dates. All the files were processed to optimize postal discounts; and 427,000 personalized packages were mailed by mid-April.

The entire project was executed Accurately, Cost-effectively and On-Time.

The client came to The Hibbert Group in an urgent situation. They needed to send out a direct mailer to health care providers (HCPs); push mailers to the field; and create an online registration tool for HCPs within a very short period of time. The event date was set and could not be pushed back. The current vendor working on the program was not authorized to create such a tool, and thus had to be pulled off the program at the last minute -- 2 weeks prior to the go live date.

A lot had to happen within two weeks. The complex program included the following:

• Healthcare providers receive an invite direct mailer, either by mail or sales representative. The card contains access code information and URL for the Healthcare provider registration page for the event.
• Healthcare providers enter the state where they want to attend and a list of locations for that state appear. HCP selects location. The registration page for the selected location opens up and if the HCP has a unique identifier ID and is in the database, the information is automatically populated for each field, except for email which needs to be supplied for the confirmation email. If the HCP is not already in the database, they must complete at least all required fields.
• After the registration process is complete, a Thank You page is displayed with HCPs’ chosen location and their captured or supplied information.
• Locations have a maximum and minimum quantity assigned and once the maximum is reached, the location will not appear on the site. The Hibbert Group is responsible for removing cancelled locations. The locations that do not generate enough interest will be cancelled as well; a splash page will be posted stating registration is closed at this time; and an email will be sent to all HCPs that are affected. The email will provide the HCPs with their ID and link to the registration site instructing them that their location was cancelled and to please register for a different site.
• Daily reports will be provided to the client regarding registration activity.

Solutions:

• The Hibbert Group pulled together all resources quickly to gather requirements; send out both mailings; develop website and email blast; complete internal and external user testing and move the site to production. Working nights and weekends, The Hibbert Group’s dedicated team developed this complex program in only two weeks.
• The brand met their quota for overall registrations for the event, and received 2000 new registrations of HCPs who have opted-in to receive future communications.

A business unit at a major pharmaceutical client has the responsibility to get marketing materials into the sales field as quickly as possible announcing formulary status wins. These marketing materials consist of many types of interventions that are customized based on the geography, health care provider, formulary status, and market base that pertain to that particular contract.

Across the pharmaceutical industry, it typically takes 8-12 weeks from the time a formulary status win is negotiated to the time the materials are produced and in market.

Our client's initiative was to develop an automated targeting system that could create these dynamic marketing materials and target the distribution to specific geographic regions and physicians in that region who write scripts for the product. Their goal was to develop a tool that could target and create content in real time thus reducing time to market.

The Hibbert Group developed a custom web based solution that allows account executives to create dynamic content interventions and target physicians or sales territories impacted by a particular formulary status win. The Sales Reps place orders for printing and shipment of those interventions, which are processed through our market2 order processing system and printed at our Digital Demand Replenishment Center on the iGEN3.

The timeline to develop this system was less than 100 days, and The Hibbert Group delivered on time. The system enables an Account Executive to accomplish the above intervention creation and targeting within minutes. Orders are shipped to the sales force between 5-10 business days from the time the order is placed. Overall, time to market has been reduced from 8-12 weeks to 5-10 business days providing a best-in-industry solution.

In the first six months of use, over 3,000,000 pieces of literature have been distributed using this system. This represents a 100 percent increase in capacity in six months from the prior year and a reduction in time to market from 40 business days to 10.