Abbott: Capitalizing on Economies of Scale

Building a Master MarTech Framework for Easy Roll-out by Local Client Teams

The Client

Since 2018, Dignify has been collaborating with Abbott Laboratories EMEA. Abbott is an S&P100 global pharmaceutical company active in medical devices and healthcare, boasting over 40B$ in revenue.

The Business Needs

With the installation of a high-performing Marketing Automation tool (Marigold), Abbott aims to achieve substantial return on digital investments. The strategic focus is on cost reduction and productivity. Leveraging technology, Abbott seeks to minimize marketing costs and enhance marketing team productivity while exploring the benefits of e-commerce to patients (B2C).

The Challenge

“Building a Master MarTech Framework for Easy Roll-out by Local Client Teams”

Abbott needed to develop a scalable MarTech solution that could be easily deployed across various regions by local client teams, maximizing efficiency and maintaining consistency in marketing efforts.

Prepare & Plan

Prepare

• Briefing / strategy development
• Setting objectives
• Defining KPIs for success

Define Requirements

• Channels: Email, newsletter, website, SMS, etc.
• Content: Copy, visuals, templates, etc.
• Data: Segmentation, tags, personalization, triggers, etc.

Plan

• Build a master MarTech framework for Marketing Automation & E-commerce.
• Set up a delivery timeline as a global roadmap.

Build & (Soft-)Launch

Communication Templates

• Creative Concept: Developing cohesive communication strategies.
• Create Assets: Utilizing Upthrust to build various templates including:
  • Webshop thank you page
  • Postal mailing creative
  • Email creative
  • Email reminder creative
  • Marigold Grow LP
  • Pop-up Subscribe, Sample, Qualify
• Build Flows: Leveraging Dignify to:
  • Qualify active contacts
  • Reactivate inactive contacts

Sunsetting Pilot in Germany

• Measure performance
• Reporting & learnings
• Initial optimization

Sunsetting International Roll-out

• Toolkit finalization
• Launch in other markets

Grow

Reporting

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