Case Study: Optimizing a Pharma Brand’s Marketing Efficiency
Challenge
A leading pharmaceutical company employed a complex marketing mix to engage distinct customer segments and patient populations. However, they struggled to gain clear visibility into the customer journeys, interactions, and the true revenue sources behind their leads. Without this clarity, they were unable to accurately assess which marketing efforts were driving patient engagement, resulting in significant budget waste.
With high-value offerings and considerable marketing expenditures, the brand needed comprehensive insights into the customer journey for each segment. This required an understanding of the effectiveness of their marketing strategies and tactics to make informed decisions.
Solution: Implementing Galileo for Insight and Optimization
The pharmaceutical brand turned to Arcalea’s proprietary multi-touch attribution platform, Galileo, to address these challenges. Galileo offered the capability to track and analyze every customer journey, providing clarity on which marketing channels and campaigns were generating revenue.
One key feature of Galileo was its infinite look-back window, which allowed the marketing team to examine historical customer interactions at every touchpoint. After just 60 days, Galileo revealed over 700 distinct conversion paths. However, through revenue-based filtering, it became clear that only 150 of these paths were contributing to revenue, while the remaining 550 were ineffective. These inefficient paths were quickly identified as areas where no further investment was needed—whether in paid media or content development.
Galileo’s intuitive dashboard provided visualizations of each revenue-generating touchpoint. From this, the team discovered that 15 landing pages consistently led to successful conversions. This newfound visibility enabled the brand to focus on these high-performing pages and optimize the content and sequences to further improve conversion rates.
In addition to analyzing landing pages, Galileo assessed the performance of paid media campaigns. It identified ads that were only generating touchpoints without converting to revenue. These underperforming ads were quickly eliminated, and the budget was reallocated to ads that were driving higher returns.
Prior to the implementation of Galileo, the company’s average Quality Score (QS) for paid media was 7.5. One key customer segment, however, had a much lower QS. With Galileo’s insights, the company was able to eliminate the non-performing landing pages and ads, improving the QS to 9+ across all revenue-generating paths. This directly reduced costs while increasing the effectiveness of their paid media efforts.
Finally, Galileo provided comprehensive visibility into the length of the customer journey, the top-performing landing pages, and the most effective ad creatives for each of the brand’s three target segments. This detailed optimization data allowed the company to create high-performing customer journeys for each segment, maximizing the returns on their marketing investments.
Results
The results were transformative. The company experienced improvements across every stage of the customer journey:
- Non-performing ads and landing pages were eliminated, reducing waste and inefficiencies.
- Revenue-generating content and ads were prioritized, driving better performance.
- Marketing spend was reallocated to high-value channels, further boosting returns.
- Quality Scores improved across the board, resulting in significant cost savings.
These optimizations resulted in annual savings exceeding $500,000, thanks to the increased Quality Scores. Additionally, reallocating budgets from inefficient to high-performing ads generated over $1.5 million in annual revenue.
Looking ahead, the brand continues to leverage the Galileo dashboard to maintain real-time visibility into their customer journeys. This allows the marketing team to continuously optimize the marketing mix as they grow their reach and adapt to new customer behaviors and segments.
By using Galileo, the brand is equipped with the tools and insights necessary to ensure ongoing efficiency and effectiveness across their marketing efforts, driving both revenue growth and cost savings.
Ongoing Optimization with Galileo
Looking ahead, the brand continues to leverage the Galileo dashboard to maintain real-time visibility into their customer journeys. This allows the marketing team to continuously optimize the marketing mix as they grow their reach and adapt to new customer behaviors and segments.
By using Galileo, the brand is equipped with the tools and insights necessary to ensure ongoing efficiency and effectiveness across their marketing efforts, driving both revenue growth and cost savings.
