Cramer selects Neolane to support marketing communication programs for clients in healthcare practice

Enterprise marketing software provider Neolane, Inc. today announced that it has been selected by digital marketing and events solution company Cramer to support more effective marketing communications programs for its clients, specifically in its healthcare practice. The first program to benefit from Neolane's comprehensive, flexible marketing automation platform is a Cramer biopharmaceutical client that was seeking to improve the results of an on-going patient communications program that relies on targeted, personalized communications across multiple channels to support patient therapy.

“By offering a single platform in which Cramer can design and execute consistent, targeted campaigns across channels, we are helping the biopharmaceutical company better engage with its patients and foster long-term relationships that are critical to this therapy's ongoing success.”

The biopharmaceutical company enlisted Cramer's help to identify a marketing technology to help better engage patients who are currently on therapy and to support them to stay compliant by providing timely and targeted communications along their patient journey. To help encourage patients to stay with the therapy, Cramer developed a communications campaign that would not only remind patients of the long-term benefits of the drug, but also provide ongoing resources and support for patients needing help getting through the difficult, initial stages of therapy.

With Neolane, Cramer can leverage deep customer data from the company's CRM system to develop personalized content that maps to each patient's own therapy protocol. By effectively automating and tracking the delivery of highly-targeted, personalized messaging and creative, Cramer can ensure the right messages are delivered to patients at the right time, through the right channel.

"Neolane is able to deliver a robust, yet easy-to-use platform that has the flexibility to support and measure increasingly dynamic, personalized cross-channel campaigns for our clients across multiple vertical markets," said Darren Ross, executive vice president, Solutions, at Cramer. "Neolane's scalable architecture will give us more control over our campaigns enabling us to design and develop effective programs that meet our clients' business goals. In this case, we will be helping our client develop an ongoing patient communications stream that we believe will dramatically help patients stay compliant to therapy, manage side effects more efficiently and live better with their disease."

The Neolane platform was implemented quickly and easily integrated into its existing IT environment requiring minimal resources. Cramer is also taking advantage of Neolane's survey capabilities to regularly gauge how patients are responding to therapy while providing the patients with comparisons on their progress to other patients at similar disease stages. At all times, the Neolane software will allow patients ultimate control over the frequency, content-type and methods of communication.

"We're not just providing a marketing solution, we're providing the essential technology Cramer needs to help solve a critical patient issue for its client," said Stephan Dietrich, president, Neolane, Inc. "By offering a single platform in which Cramer can design and execute consistent, targeted campaigns across channels, we are helping the biopharmaceutical company better engage with its patients and foster long-term relationships that are critical to this therapy's ongoing success."