From Awareness to Adherence: Building the XULANE CRM Journey

Designed and launched a full-funnel DTC CRM program that guided patients from consideration to conversion—using clear CTAs, emotional resonance, and a focus on savings and provider conversations.

The Ask:

To implemented a Direct-to-Consumer (DTC) Customer Relationship Management (CRM) plan to enhance brand preference and loyalty among U.S. females aged 18-34 seeking non-daily flexible birth control options.

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Why CRM?

Using CRM as a direct line of communication XULANE is able to keep patients connected to XULANE throughout their journey-- offering reliable resources and information.

Patients expect pharmaceutical companies to reach them via digital and social means with 70% wanting to be reached by email.
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Objectives:

Drive Meaningful Actions: Encourage consideration through patient brochure engagement, conversion via doctor discussion guide downloads, and savings card enrollment.
Measure Success: Utilize metrics like email open rates, click-through rates, website traffic, and savings card enrollment.

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Strategy:

Initial Awareness: Information dissemination about Xulane®, promoting brochure downloads.
Conversion: Emphasize discussions with healthcare professionals and savings card sign-ups.
Retention: Focus on long-term engagement and repeated savings redemption.

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Tactics:

Communication Approach: Ensure brevity and clarity in messaging, focusing on single, clear calls to action (CTAs) for maximum conversion and retention.
Emotional Connection: Foster an emotional bond with consumers, empowering them to discuss Xulane® with healthcare providers.
Access to Savings: Facilitate easy access to savings options, increasing brand desirability and loyalty.

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