Case Study: Healthcare

Case Study

Coming into the program with less than one month to implement, BI was able to successfully deliver the results the customer needed.

Results

  • The customer’s goal to enroll 8,000 participants was achieved half-way through the program.
  • Product A achieved revenue growth of 22%, which was 80% of the gross margin goal.
  • Product B achieved revenue growth of 9%, which was 187% of the gross margin goal.

BI participated in an RFP for this eye care customer’s four-month promotion but was not initially selected as the vendor. A couple of months into the project, the selected supplier removed itself from the project, and the client asked BI to implement the project in less than one month.

Issues

  • Promote the sale of two specific eye-care products with independent eye care dispensers.
  • Enhance the quality of the products available to the independent Eye Care Professionals (ECPs).
  • Build and strengthen relationships with the independent labs, opticians and dispensers.

Solution

  • The program theme was “Imagine Italy” with all program recognition revolving around Italian imagery.
  • The audience was divided into multiple groups, each with its own product specific goals. Top performers and second tier achievers earned travel packages.
  • A separate audience had the opportunity to earn sweepstakes entries and Italian-themed merchandise by redeeming game cards via the program Web site
  • Communication elements such as custom direct mailings, a custom Web site and sales aids increased the effectiveness of the four-month program.