Pharmaceuticals are big business. The Mom-and-Pop pharmacies that anchored communities have been replaced with large corporate stores and discount online pharmacies. And information about illnesses, conditions, and the emerging medications available to treat them is often just a web page away.
Avella Specialty Pharmacy is redefining the specialty pharmacy space by uniting previously separate services into a single, unified source for essential information about a rapidly changing industry and delivery of cutting-edge medicines to patients who need them most.
But to better communicate with patients, healthcare providers, payors, and pharmaceutical manufacturers, Avella needed to replace the disparate digital marketing platforms it had been using with fully integrated applications featuring powerful analytics, insights, and automation.
Today the company relies on a number of HubSpot features apps such as CMS Hub and Analytics tool to provide real-time data and actionable insights for delivering powerful, targeted content to diverse customer segments. Other HubSpot apps like list building, landing pages, SEO, workflow automation, and smart calls-to-action features also play a key role in helping the marketing team engage customers in ways no one else in the industry does.
“Any pharmacy can provide a little educational content and fill prescriptions,” Todd Speranzo, Avella Specialty Pharmacy’s Vice President of Marketing, says. “We wanted to do something unique in the market and chose HubSpot because it offers the largest array of fully integrated apps that simplifies the process of creating authentic engagement with all of our customers.”
Let's Get PersonalOne of Avella’s primary objectives was to personalize the customer experience on its website and through its marketing communications. Before HubSpot, this meant manually changing content and page layouts to address each of the company’s customer segments, as well as manually coding to optimize for mobile.
Instead, CMS Hub is mobile-ready right out of the box for easy browsing and navigation on any device and features several built-in marketing applications to ensure the most personalized experience possible. Todd’s team uses the integrated CMS Hub to rapidly design an easy-to-navigate, fully optimized site.
The smart content and smart CTAs apps dynamically tailor content, images and calls-to-action in emails and on landing pages for every visitor. Todd also loves the valuable insights he can get with HubSpot’s progressive forms, social inbox monitoring, and page performance metrics that shape his team’s conversion strategies.
“HubSpot makes it easier to strategically place conversion opportunities everywhere on our site based on real-time statistics and precise customer personas,” he says. “Once we know what customers are looking for, the custom workflows automatically change how and when content is deployed without us having to manage it, which has led to a 38% increase in conversions this year alone.”
