The marketing automation platform SALESmanago has been implemented in some of European online stores of Yves Rocher, a worldwide cosmetics and beauty brand.
In a crowded marketplace, where your potential patients have lots of choices, they don’t need to use or stay with you! This means that you MUST standout as the very best option available in your area. Technology is constantly moving and improving; so in order thrive, you must implement the available marketing automation software to target your market and developing a reputation as a great resource – trustworthy, knowledgeable, and close at hand.
Without exception, every doctor we have ever worked with had the desire to be as successful as possible! Well, isn’t that the entire point of starting your own medical practice? Think about it, when you started you practice, was it your desire to be mediocre or just get bye? Of course not; but, in order to stand out and succeed you need to embrace all aspects of available marketing automation.
An excellent example of this strategy comes from the world of cosmetics and beauty, in a recent article in CSO.com, that very point is demonstrated beautifully (once again, the example isn’t in the medical industry, but you can’t deny the effectiveness of the campaign as you read on). The cosmetics company, Yves Rocher, implemented an e-mail automation software program which boosted the company’s e-mail marketing efficiency by 1,200%. Additionally, it increased the number of new users who buy the suggested sets of products displayed on dynamic recommendations boxes as their first purchase to 30%.
SALESmanago was initially implemented in an online store of Yves Rocher in Poland, but shortly afterwards it was also rolled out to the company’s e-commerce sites in the Czech Republic, Hungary, Romania and Slovakia. By implementing marketing automation the company wanted to streamline the conversion of website visitors to customers and to differentiate offers taking into account customers’ transactional histories.
Yves Rocher uses the SALESmanago software for customer database segmentation (e.g. “new contact”, “newsletter subscriber”, “buyer”), lead nurturing (automatic educational e-mails with content about the company, its philosophy and natural cosmetics the company makes) and the integration with website contact forms for pulling data to personalize communication. It also uses it for dynamic 1-to-1 emails to reach out to people who visited the website but didn’t purchase anything, with a customized coupon or to remind them of the abandoned shopping in the cart.
Other areas where the marketing automation software is used by Yves Rocher include sending birthday emails to customers with discount coupons for male/female products as well as recommending products on the website depending on users’ engagement level (i.e. how many times they visited the website before) and the content they frequently viewed.
On average, SALESmanago has been responsible for 1,200 percent growth of Yves Roches’ email efficiency thanks to dynamic messages as compared to the bulk product communication. It has also contributed to inducing 30 percent of new users to buy suggested sets of products (such as shampoo and conditioner, with the information about combined purchase discount) recommended in dynamic boxes as their first purchase in the store. Offering cosmetics sets increases shopping cart value. The company has also increased its birthday communication efficacy by 200 percent, improved its dynamic emails average OR by 50 percent and its CTR by 15 percent. All those numbers come from the Polish market.
In future, Yves Roches is planning to transfer proven and effective practices as regards marketing automation to its online stores in the Czech Republic, Hungary, Slovakia and Romania. Other options for development include rolling out capabilities introduced with newly added enhancements to the SALESmanago platform for B2C marketing automation, such as lead acquisition via social media thanks to automated Facebook ads as well mobile marketing automation with customer behavior tracking in mobile apps.
“SALESmanago has proved to be an excellent tool for streamlining the conversion of website visitors into customers and differentiating offers based on customers’ transactional histories. We are looking forward to transferring the best practices in this field to Yves Rocher online stores in other markets,” said Greg Blazewicz, CEO at SALESmanago.
Naturally, such results require thoughtful and consistent efforts. These efforts will take many different forms, but underlying and guiding them are just six basic principles:
- Strong follow up with your current and past patients (in to continue doing business with them).
- Targeting the best prospective patients.
- Developing a unique market niche.
- Positioning your practice as the best solution.
- Maintaining your visibility.
- Enhancing your credibility.
- Establishing your brand and reputation.
Working on these principles is your recipe for getting out of the anonymity trap, creating a noteworthy brand, and building a successful medical practice.
We understand that learning and applying these vital techniques for the growth of your practice takes time; and as a busy medical provider, you may not have that time to spare. However, if you can get away from the frenzy of your practice for just a few minutes, we may have an excellent solution for you!
We are offering a free 30 minute phone, or if your prefer Skype, conversation with you about helping your practice to develop more and better patient traffic. From that conversation, we will provide you with a comprehensive analysis of your current patient development game-plan.
We invite you to learn how Steve and Claudio can help you immediately increase the success of your practice, give them a call at 916.750.6319.