Differin

Leveraging behavior to trigger targeted contact and shorten treatment cycles

Acne sufferers generally follow a predictable treatment protocol: over-the counter self-treatment followed by prescribed medications. By understanding where sufferers were in their life cycles, we were able to trigger the most relevant messages and accelerate the time to prescription treatment.

Communications were customized based on several key attitudinal and behavioral data points including demographic profile, acquisition channel and place in the treatment cycle and triggered based on behaviors across website assets, CRM and rebate redemptions. For example, if the sufferer downloaded a rebate, we reminded them to get to the pharmacy to use it. A higher rebate offer on a second prescription along with regular use reminders encouraged ongoing compliance.

Success
117,000 rebates in the first six months, $2.125 million in direct sales in the first nine months, ROI of $11.30 for every acquisition dollar spent; 64% of rebate users were over the counter or non-treaters, important conversion targets for the brand.