TECH OUTLOOKOctober - 201919selling system, Luckie developed an eCRM that included web assets to deliver non-personalized messages to customers. Luckie also gathers patient-centric data that relies on three variables: classification (demographics, geography), description (psychographics, opinions about treatment), and transactional data (pharma rebates, website clicks, email, and social media engagement). "We bring the three variables together either through primary data, research or models, or third-party data. This precise data leads to accurate insights, targeting, and creativity. It's what sets us apart from our competitors," says Gardner. To illustrate the extent of Luckie's data analytics precision, Gardner tells the story of a global pharma company that was preparing to launch a portfolio of new chronic disease drugs. Luckie initiated a sophisticated planning process to launch the drugs, with up to 90 percent of doctor engagement (with sales reps) happening on digital platforms. The campaign was built on a highly customizable platform to ensure effective localization, personalization, and optimization. Then Luckie filmed every sales rep in front of the hospital that each doctor practiced in (using a green screen). "So, the message would begin with `Hi Dr. Smith of Grady Hospital, here is our latest offering...,'" recalls Gardner. This personalized approach to the doctor­sales rep engagement was a monumental success -- 85 percent of Luckie's targeted audience opened the video messages. Within 90 minutes of the client receiving FDA approval for its new drug "We were able to talk to 5,000 of our targeted doctors with a personalized message. This campaign opened the doors for both personal and non-personal engagement," says Gardner.Marketing Solutions that Transcend BusinessesAs evidenced by the examples above, Luckie has a proven track record of fusing data science, strategic insight, and artful communication into smart marketing solutions that drive business results. Pharma companies that approach Luckie value and are willing to invest in measuring and optimizing their marketing return on investment. Gardner says, "There is a lot of disruption in the way a pharma company's stakeholders consume data. By tying the marketing message and content distribution to the client data, we model appropriateness, so marketers understand the `best time' to deliver their message." As revealed by Gardner, there are also clients who seek Luckie's solutions to build connections between doctors, patients, payers, and the salesforce. "Interconnectivity of the marketing message continuum is what clients come to us for. And we solve that by integrating creative innovation, technology, and sophisticated data and insights," he adds. Luckie's marketing solutions include search (SEO and SEM), online advertising, website design, experiential marketing, and digital and programmatic media.If Luckie's storied history dating back to 1953 is any indicator, the agency's evolution to pharma marketing experts shouldn't come as a surprise. The agency has always been driven by an "insatiable curiosity" to explore new market segments and methodologies in order to narrate stories on behalf of brands. Since 2011, Luckie's Atlanta office has grown by a whopping 400 percent, and the company has set up satellite offices in Dallas and Raleigh along with its Birmingham, AL headquarters.For the coming years, Luckie has its sights set on strategic acquisitions in critical markets. "We plan to invest significantly in more data and analytics tools as well as in technologists who understand the full technology stack, specifically around cloud-based marketing solutions," said Gardner. Luckie is also dabbling in prototypes involving AI, especially as it relates to IBM Watson.Most of all, Luckie plans to remain "fiercely independent" as it has for 66 years. "One of our strategic advantages is we are not beholden to any holding company. Our independence lets us make strategic decisions based solely on what's best for our clients," concludes Gardner. Kamala Prince
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