This particular division of a global healthcare provider provides a range of personalised solutions and tools to educate patients and help them manage their disease. They approached Datitude to support them with analysis of customer data.

In particular they needed to access, understand and use insights from their patient data, quickly, reliably, securely and confidentially, to better understand their customers and improve their CRM, including bespoke segmentation to support their direct-to-consumer (DTC) communications. As part of large, multinational business, managing this in-house would have taken much longer and require someone with expertise in segmentation modelling and data analytics. As a result they were looking for a regular consultancy service. We have also undertaken a number of bespoke projects as the relationship has grown over the years.

During the initial project, we designed and built a customer database and a bespoke customer segmentation approach, which we use as the basis for our on-going consultancy work. As well as sales analysis, we created lifetime value metrics and use demographic data to understand customer behaviour, both in the UK and internationally, making recommendations for sales and marketing approaches based on the insights. This enables the client to target different segments with different marketing messages.

Over time, the relationship has expanded to include additional channels in the analysis, including pharmacy sales data and prescription data. Bespoke projects have included demographic analysis to support the choice of strategic growth options and surgery campaign analysis. Given the nature of the client's business, data security and confidentiality are paramount.