case study
Abbott: Digital Marketing Department Build
The Situation
The Cardiac Rhythm Management (CRM) Business Unit of a F500 medical device corporation needed to stand up their own Digital Marketing Department, splitting off from a previously shared digital team. CRM reached out to Sciencia Consulting to develop a roadmap and drive the split, develop operational excellence, hire digital team members in addition to the three that were acquired and prepare for two major product launches scheduled for the later part of the year.
Global Digital Marketing Team Build
With two product launches down the immediate pipeline, we knew we needed to launch a change management initiative to improve processes and communication work streams within each of these areas. The goal of this initiative is to streamline and optimize communication within the internal team and also with the Departments with the Business Unit, Regional teams and other Business Units.
Once the website roadmap to success was implemented, we developed content development operations working closely and systematically with Product Marketing, Public Affairs, Clinical, and Regulatory. We also developed a Regional Business Case Review Process to ensure regional campaigns implemented regional specific messaging while following brand and Global campaign guidelines. We created briefs, agency on-boarding and interface, managed timelines, and ensured delivery of plans while working across the organization with various stakeholders.
Unified Cohesive Website for Educational Content Resource Hub
We challenged the internal team on content development operations protocols and processes and worked with them to think like a scientist – research, hypothesize, test and analyze. In addition, we created a MarTech “toolbox” that included all collateral templates, processes, protocols, existing content materials, images and style guides for the business and established a Digital Review Board. We educated the team on Agile and Scrum principles and implemented these practices and processes into our daily routines.
Once tools and processes were in place, we developed a website strategy that encompassed a major overhaul of the existing 250 pages website. This included bringing in satellite campaign sites, integration on the main Abbott website, and optimized for search and user experience. We focused on educational content communicating to patients and caregivers about various cardiac diseases, prevention, and available therapeutic options.
Built Social Media Presence and Drove Ad Strategy
Finally, we developed the strategic plan for the upcoming product launch for Jot Dx, a cardiac rhythm monitor. We worked closely with Key Opinion Leaders and an external Ad vendor to drive a cohesive and comprehensive product launch experience for the intended audience. We ran specific and targeted campaigns through banner and LinkedIn Ads driving conversion and brand awareness.
"Sciencia drove the initiative to build up our new Digital Marketing Department exclusive for CRM. They did an excellent job. "
“Our business unit was undergoing a split and Sciencia Consulting drove the initiative to build up our new Digital Marketing Department exclusive for CRM. They did an excellent job by enabling a smooth transition and getting the operations, strategy and team up and running on time. Sciencia also developed the promotion plan and engaged external vendors for our upcoming Product launch.”
Tara Zerby
Vice President, CRM, Abbott Labs
