The Challenge

Despite having a robust email marketing strategy, the company struggled with:

• Low email open rates – HCPs and patients weren’t engaging with the emails.

• Generic messaging – Mass email campaigns lacked personalization.

• Regulatory constraints – Strict compliance requirements limited content flexibility.

• Siloed audience data – Inconsistent segmentation led to irrelevant messaging.

With rising competition in the healthcare sector, they needed a data-driven, automated approach to boost engagement.

The Solution: Personalization + AI-Driven Targeting

To revamp their email marketing, the company turned to Adobe Marketo’s AI-powered automation and segmentation capabilities. The strategy focused on three key areas:

1. Dynamic Audience Segmentation

Instead of broad email lists, they used Marketo’s behavioral and demographic segmentation to categorize their audience into:

• HCPs (Doctors, Nurses, Pharmacists) – Based on specialization and engagement history.

• Patients – Grouped by medical conditions and treatment journeys.

• Regulatory & Industry Stakeholders – Segmented based on interests in compliance updates.

This ensured each recipient received content relevant to their needs.

2. AI-Optimized Send Time & Frequency

Using Marketo’s AI-powered Send Time Optimization, they:

• Determined the best time to send emails based on historical engagement data.

• Reduced email fatigue by optimizing frequency—ensuring the right cadence for each segment.

• A/B tested subject lines and preheaders to maximize impact.

3. Personalized, Value-Driven Content

Instead of generic newsletters, they implemented:

✅ Personalized subject lines – Including the recipient’s name, specialization, or condition.
✅ Dynamic content blocks – AI-selected content based on past interactions.
✅ Interactive elements – Videos, surveys, and infographics tailored for HCPs and patients.

For example, an oncologist received latest research updates, while a patient received medication reminders and wellness tips—all automated within Marketo.

The Results: A 45% Increase in Open Rates

Within three months of implementing this strategy, the company saw:

📈 45% increase in open rates – More recipients engaged with emails.
📉 30% reduction in unsubscribes – Emails felt relevant, not intrusive.
🚀 2.5X higher click-through rates – More users took action (downloaded content, attended webinars, engaged with patient support programs).

Key Takeaways for Pharma Marketers

1️⃣ Segment smartly – Behavioral and AI-driven segmentation ensures personalized messaging.
2️⃣ Optimize timing – Send emails when your audience is most likely to engage.
3️⃣ Make content valuable – Use AI-powered dynamic content to tailor messages for each recipient.
4️⃣ Leverage automation – Reduce manual effort while improving precision and compliance.

Final Thoughts

In highly regulated industries like healthcare, personalization isn’t just a marketing tactic—it’s essential for engagement. By leveraging Marketo’s AI and automation, this global healthcare leader turned email marketing into a powerful channel for education, awareness, and patient support.

Looking to increase engagement in your email campaigns? A data-driven, AI-enhanced strategy might be the key. 🚀