Pulling It All Together

Leveraging Automation, Scoring CRM, and a CMS to Dramatically Up the Customer Experience

Faith Albers + Bill Haskitt

@whereoware

Whereoware: who we are

Creating engaging emails, websites,+ mobile applications

The stats:15 years in the business

Silverpop Platinum Partner2013 consulting partner of the year

2011 agency partner of the year

18 Silverpop-certified email specialists

3 full time email designers

17 developers

Over 50 email clients

1100 individual marketing campaignssent by Whereoware last year

certified partner

A few of our clients

Nutricia, a healthcare division of the food Danone, is focused on nutrition care for individuals for whom a normal diet is not sufficient or possible.

Patient

Caregiver

HCP

Sample

Nutricia offers a variety of different products for individuals based on age and heath condition. Nutricia tasked Whereoware with personalizing their customers’ online experience.

Lifetime customer

?

Using the Silverpop and EPiServer integration,

Whereoware personalizes website content and

automated emails relevant to each visitor.

90% of Nutricia’s customer base has Phenylketonuria (PKU): a genetic disorder in which a baby is born without the ability to properly break down an amino acid called phenylalanine.

PKU90%

Non-PKU10%Pheny What?

Personas

Caregiver of Child (5-12) PKUCaregiver of Young Child

(1-4) PKU

Caregiver of Infant PKU (0-1)

HCP

Teen (13-17) PKU

Non-PKU Other/Unknown

Whereoware created personas based on age and

condition, so both the website and automated emails

show targeted content relevant to the visitor.

The websiteHow we integrate the personas into the website

Visitor selects Caregiver of infant (ages 0-5), under Other Metabolic Conditions.

The sidebar navigation reflects all the “other” metabolic conditions.

But what happens if you select Caregiver of infant (ages 0-5), under PKU, instead?

Sidebar navigation, Learning Center content, and the header navigation all change to reflect your PKU condition; providing the personalized content and information you’re seeking.

Non-PKU

PKU Child

PKU Adult

The “request a sample” box also changes based on the user’s persona

Behind the scenes

Behind the scenes

Persona is auto-populated in a hidden field, based on the visitor group selected on the website.

But, if we don’t know their persona, we ask their condition

The cookbook request form is progressive. If we already know the answers to the required fields, those fields don’t show up in the form. This way, we don’t ask questions we already know the answers to. IE if we know they have PKU, we don’t ask again.

Behind the scenes – a progressive

form

What site visitors see:

Behind the scenes- Database collects responses Behind the scenes

– a progressive form

What site visitors see:

Behind the scenes(address is personalized

using an iframe)Dynamic, personalized

confirmation page

For each section on the site, we can determine which visitor groups are allowed to see which content.

It’s a show/hide function. Most pieces of content are visible to Everyone by default – but we can restrict certain content to certain visitor groups.

Automated emailsHow we integrate the personas into email

Website Personas: Email Personas:

PKU Infant (0-12m) PKU Infant (0-12m)

PKU Toddler (13m-4year) PKU Toddler (13m-4year)

PKU Young Child (5-12) PKU Young Child (5-12)

PKU Teen (13-17) PKU Teen (13-17)

PKU Adult (18+) PKU Adult (18+)

Non-PKU Non-PKU

Health Care Provider Health Care Provider

MSUD

TYR

GA1

HCU

MMA

PPA

UCD

FAOD

IVA

We’ve set up all the website personas, plus

additional personas based on other possible

metabolic conditions.

Hero image changes based on age

Product image changes based on age + metabolic condition

Email copy and images are then personalized based on persona.

Personalized email content + images based on persona.

Confirmation email

Sample requested

Survey emailAdditional

steps needed

Sample approved?

yes no

Sample request

SPOP features used

Relational TablesPersonalization

Lead RoutesWebforms (iframe)

Silverpop steps when a product sample request is filled out.

Sample Request Program

Sample request form submitted

Sample Request Program

Confirmation email

Sample requested

Survey email

Sample approved?

yes

SampleRequest Program

Confirmation email

Survey email

Sample approved?

yes

Personalized based on sample type requested

Each “button” takes customer to a different survey

If approved, an automated email is sent with a survey about the sample the customer received.

Sample Request Program

Confirmation email

Sample requested

Survey emailAdditional

steps needed

Sample approved?

yesno

If denied, customer is sent an email asking them to take additional actions to get a sample.

Behind the scenes

Lead Routes send survey information to sales rep for a follow-up.

Behind the scenes

Lead Routes send survey information to sales rep for a follow-up.

Behind the scenes

The futureWhere do we go from here…

Future Plans

• Add an onboarding program to nurture patients through different life stages

• Focus on HCPs more with automated nurture programs

• Add lead scoring to help sales reps identify hot leads

Lead Scoring

HCPs actions Pts

Clinic + patient sample requests 10

Visits website 3

Opens email 3

Clicks email 5When lead score = 20 + not

prescribing Nutricia products

Big picture

• Identify the goal of your website and email program

• Categorize your personas + understand how their needs differ from each other

• Map out each personas’ communication path• Ensure content on your website + email support

each other

Bill Haskitt

bhaskitt@whereoware.com

703-889-1212

Website: www.whereoware.com

Twitter: @whereoware

Facebook: www.facebook.com/whereoware

Blog: www.whereoware.com/blog

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