IMS Health BTS Campaign
"We needed to engage a hard-to-reach target to get a conversation started, and ultimately lead to a sales meeting. Garfield Group helped us focus our message and promotional approach and proved that significant results can be measured from a content-driven campaign."
— Michele Lichtenfield
Director, Marketing and Communications, IMS Health
How do you engage an executive audience by promoting valuable content?
Garfield Group delivered measurable results for IMS Health led by a content-driven online destination.
Challenge:
IMS Health is the leading provider of market intelligence to the pharmaceuticals and healthcare industries-aggregating prescription data from all front to uncover insights and strategies to improve brand and sales strategies
With the pharamaceutical industry undergoing a dramatic transformation, IMS Health wanted to develop a communications campaign to increase awareness and preference for IMS Business Transformation Services (BTS), with a focus on performance analytics-and how the Pharma Industry can improve the way they collect, analyze, and us key performance data
Results:
Teaming with IMS, Garfield Group launched "IMS Know How" - a content-rich l;anding page featuring IMS Consulting Expertise, including thought leadership videos, and a valuable eBook presented complex topics in a visually stimulating way, with programmed links to the videos embedded within it.
Using our Measure & Action evaluation approach, we were able to identify the best performing vehicles pf the campaign - the email generated the best performance traffic, and banner ads brought the most qualified visitors to the site - averaging an impressive 5:52 minutes on the site.