Background

The client wanted to enhance their existing CMS-based website by incorporating various custom web applications to boost user engagement and interactivity while maintaining the core benefits of their CMS.

Solution

We created custom web applications that seamlessly integrated into the CMS-based site, providing a range of engaging features easily managed by the client.

Interactive quizzes that could be created, edited, and managed directly from the CMS.

Outcome: The quizzes increased user engagement and allowed the organization to gather valuable insights about their audience.

Customizable product catalogs that could be maintained within the CMS.

Outcome: The product catalogs provided a comprehensive and visually appealing display of the organization's offerings, contributing to increased sales and user satisfaction.

Interactive maps that allowed users to explore and interact with various geographic data points.

Outcome: The interactive maps added a new layer of user engagement and provided valuable geographical context for the organization's content.

Custom content libraries to manage and showcase various types of media and documents.

Outcome: The content libraries provided a central hub for organizing various types.

Conclusion

By developing authorable custom web applications within the existing CMS, we enhanced the website with engaging and interactive features. This led to increased user engagement, higher satisfaction, and improved overall site performance.

Background

Client needed a faster way to deliver trade show and conference leads to their sales team. They turned to iCapture, which collects leads at trade shows and integrates them into CRM and Marketing Automation systems. This solution eliminates manual entry, improves lead quality, and boosts deal closures.

Solution

iCapture was integrated with Eloqua through a designated form to streamline lead handling:

• iCapture sends event audiences into Eloqua through form integration.
• Contacts marked as "Contact Immediately" are scored and sent to Salesforce as high-priority leads.
• Contacts not marked for immediate contact enter a nurturing welcome campaign.
• Eloqua's CRM Update Program created new leads is Salesforce for qualified audiences with a A1 lead score.

Conclusion

This integration ensured all qualified leads were efficiently processed and appropriately routed, enhancing the client's lead management and conversion strategy.

Background

Client marketing team needed editable and easily implemented marketing materials to be used by lab health systems marketing departments to share with their customers in an effort to raise awareness about the connection between allergies and asthma. Through the program, the client can offer the labs the value of increasing the awareness for value based testing within their community of healthcare providers and patients.

Solution

By promoting specific IgE allergy blood testing, the campaign seeks to provide healthcare providers and patients with accurate tools for diagnosis and management of asthma, which can be exacerbated by allergies. Key components of the campaign included emails, newsletters, infographics, direct mailers, and social media posts.

Tone and Style

• Patients:
• Empowering: Knowledge is power
• Inspirational: You can make a change in your own life
• Emotional: Make a connection
• Meaningful: These issues are a big deal and should be taken seriously
• Expert: We know what we’re talking about
• HCPs:
• Clinical: Experts talking to experts
• Scientific: Demonstrate proof to back up claims
• Empowering: Find the truth, you can give your patients the answers they seek
• Inspirational: You can make a change in your patients’ lives

Conclusion

Ensures that both patients and healthcare providers have access to valuable information, ultimately enhancing the outreach and effectiveness of lab services in diagnosing and managing asthma and allergies.

Background

Initiated to address the challenge of efficiently identifying and targeting potential customers who are likely to move and may need new roofing solutions. GAF, a leading roofing manufactures, sought to enhance their marketing strategies and sales outcomes by leveraging advanced data analytics and predictive modeling.

Engagement Goal:

• Collect and analyze diverse data sources to predict customer behavior and optimize marketing efforts.

Long-term Goal:

• Leverage predictive models to enhance customer targeting and increase sales of roofing products.

Solution

The solution integrated components into a seamless workflow that enabled GAF to leverage predictive analytics to enhance their marketing efforts, resulting in improved customer targeting, higher engagement rates, and increased sales.

1 Comprehensive Data Collection:

• Aggregated data from social media, housing records, zip codes, demographics, locations, and news feeds.

2 Predictive Modeling:

• Developed models to identify individuals likely to move and need roofing solutions.

3 Data Storage and ETL:

• Implemented robust data storage solutions and ETL processes to ensure data quality and accessibility.

4 Business Intelligence:

• Utilized Power BI to visualize data insights and support decision-making.

5 Marketing Optimization:

• Created a targeted marketing strategy to offer discounts to identified potential customers.

Conclusion

• Increased marketing efficiency and reduced costs through targeted campaigns.
• Boosted sales and customer satisfaction by offering relevant discounts to potential movers.
• Strengthened GAF’s competitive edge in the roofing market by leveraging advanced analytics.

The end-to-end analytics solution accurately identifies potential customers likely to move and in need of roofing products. This targeted approach led to higher customer engagement, increased sales, and enhanced overall marketing efficiency.

The Patheon™ brand is part of Thermo Fisher Scientific which provides industry-leading pharma services for drug development, clinical trial logistics, and commercial manufacturing. Patheon.com provides pharmaceutical professionals with the essential information required to advance toward operational excellence while embracing scientific innovation. On Beat worked with the Patheon team to relaunch the site in 2022.

Challenges

The Patheon™ brand's legacy site suffered from a lack of depth, presenting a disorganized and extensive amount of content without a carefully crafted user journey. Visitors often faced confusion about the offerings and struggled to understand how they could benefit from the brand. Initiating contact with the sales team led to delays and an unsatisfactory response rate. Consequently, organic search results, lead generation, and repeat visitor rates were all notably low.

Our Approach

On Beat supported the Patheon™ brand's digital marketing team in aligning customer journeys with relevant content. In this endeavor, On Beat business analysts collaborated on defining functional requirements for custom development within Adobe Experience Manager. This led to the creation of a website that not only delivered enhanced results but also proved easy to author and maintain, strategically positioning the Patheon™ brand for continued technological growth. Moving into phase 2 of the project, On Beat successfully launched Adobe Target, furthering optimization and personalized experiences to maximize revenue and other digital channels.

Background

Our client manufacturer and markets a blood test designed to diagnose and manage food and respiratory allergies. This test helps healthcare providers develop plans for symptom relief and reduces the need for over-the-counter medications like Zyrtec, Allegra, or Claritin. Patients were generally unaware of alternatives to these medications and depended on them for symptom control, as Thermo Fisher's marketing efforts had primarily targeted laboratories. However, the company recognized the need for a more engaging online presence to compete effectively with pharmaceutical companies and offer patients a better option through blood testing and allergy management.

Solution

Initially focused on marketing to laboratories, our client shifted its strategy by launching AllergyInsider.com in late 2019. This website aimed to educate patients and caregivers about the availability of a blood test that could help them manage allergies more effectively, reducing the need for unnecessary medication. Although the initial site offered valuable information, data showed that visitors were not fully engaging with the content or discussing the option with healthcare providers.

In early 2022, they introduced AllergyInsider 2.0, featuring enhanced interaction points and a clear value proposition throughout the user journey. The revamped site also offered varied content consumption options tailored to different stages of the user journey. These improvements were based on data analysis and implemented as part of a continuous improvement cycle.

Conclusion

Engaged visits increased by 26% from 2021 to 2022 following the site's optimization.

• Bounce rate decreased by 26% over the same period.
• Year-over-year click-through rates rose by 72% due to the new "Get Tested" experience.

Background

Our client approached us to revamp their existing user system, which was built on an outdated technology stack. The primary goal was to integrate the new user system seamlessly with their new site while improving overall functionality and security. The client also wanted to introduce advanced user roles and permissions throughout the site to better manage user access and improve efficiency in managing their customer base.

Solution

To address the client's needs, our team developed a comprehensive custom user system that included a management frontend for customers and a separate management system for admins, following the latest security best practices. This approach ensured data security while providing a seamless and intuitive user experience for both customers and administrators.

• Customer Management Frontend: We designed an easy-to-use customer management frontend, allowing customers to manage their profiles, settings, and preferences effectively. The frontend was designed with a focus on user-friendliness and efficiency, providing customers with intuitive navigation and access to the features they need.
• Admin Management System: For the admin team, we created a separate management system with advanced controls and functionalities, enabling them to oversee and manage users efficiently. The system included granular user roles and permissions, allowing admins to control access levels and capabilities based on specific user needs.
• Email Notifications: To streamline user approvals and communication, we integrated an email notification system that works seamlessly with Microsoft tools. This system notifies admins of new user registrations and requests for higher access, facilitating quick and efficient processing.
• Site Integration: We integrated the user roles and permissions throughout the existing site, ensuring that user access is controlled consistently and securely across all areas. This integration enhances the user experience and maintains a secure environment for all users.
• Marketing System Integration: To support the client's marketing efforts, we integrated the custom user system with existing marketing tools. This integration allows the client to collect valuable data on user sign-ups and preferences, supporting targeted marketing campaigns and data-driven decision-making.

Conclusion

The new custom user system delivered significant security, efficiency, and use experience improvements to the client's existing infrastructure.