Uriach is a Spanish pharmaceutical company founded in 1838 in Barcelona and dedicated to improving people’s health. Quality of life and well-being through its products, sold in more than 70 countries around the world.

In its commitment to digitizing the organization and in the evolution of its omnichannel. And global strategy, Uriach has been a leading company in betting on new CRM technology. To improve the quality of its relationship with its customers and expand its business. To do this, and with the help of its partners IKI Media and Making Science. Uriach has managed to change the paradigm of its marketing actions. From mass communication to an “almost personal” relationship with its users through the Salesforce Marketing Cloud tool.

Personalization and Automation to Achieve Higher Sales

The use of tools that get the consumer to consume our product, and that also help us nurture the relationship with them and build loyalty over time, must be one of the key investments of all companies. Uriach, together with IKI Media and Greece WhatsApp Number List Making Science, has managed to leave behind the use of tools that failed to meet the previous objectives.

Email Database

With which mass and impersonal communications were carried out. This change has made it possible, in the middle of its digital transformation process. To migrate to an intermediate platform and finally to Salesforce Marketing Cloud, improving its digital marketing ecosystem and having a technological stack that allowed it to activate the lever of personalized communication. and automated.

Milestones Was to Focus on The Creation of Journeys

One of the most relevant milestones was to focus on the creation of journeys, going from 0 to more than 10. On the segmentation of contacts and the personalization of communications. This fact has allowed Uriach to improve the conversion of the x4 channel compared to its previous mass emailing strategy. Additionally, the contact capture strategy proposed by IKI Media. And Making Science has managed to multiply its contact base x6, with the aim of multiplying by the end of 2021 by x10 compared to the start of the project.

Thanks to personalization and marketing automation, Uriach began to improve communication with one of its main brands, Aquilea. The success of the implementation of this CRM strategy has led to its implementation in 3 other major brands.

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