Increase Exposure in a Crowded Room

Challenge
ICON Clinical Research, the global leader in clinical trial research for the world’s largest pharmaceutical and Biotech companies turned to SBM to launch a direct mail and interactive campaign to increase exposure of their new Data Management department. Current and past clients generally thought of ICON as a research company only and not one that had a variety of data management offerings. Most clients went to other niche partners for these services.

Solutions
SBM launched a 3-month integrated campaign that consisted of targeted advertising to the same audience via direct mail and e-mail with link to a promotional Microsite, specific to the campaign. The program explained the benefits of ICON’s Data Management solution with a special target specific incentive that was tied into setting up a meeting with an ICON Data Management Specialist.

Results
There was a combined response rate of 11% and 6% close of sale. These totals helped increased department revenue by 31%.