WaveLight Case Study
Opportunity
WaveLight designs, manufactures and sells its ALLEGRETTO WAVE™ Lasik systems to ophthalmologists. These highly trained eye surgeons are often multitasking entrepreneurs who not only simultaneously care for patients and manage their business, but they explore the latest in advanced medical and technology information. WaveLight needed an efficient way to send email to all prospective surgeons who might benefit from WaveLight's lasers and track the resulting Web site activity.
eTrigue Solution
With eTrigue, WaveLight was able to deploy a variety of outbound email campaigns covering various subject areas with automated follow-on lead nurturing. eTrigue was able to track individuals' interest areas, and WaveLight's sales team received real-time Lead Alerts the moment prospects visited their Web site. Additionally, eTrigue's campaign effectiveness analysis allowed WaveLight's marketing staff to fine-tune future messages for greater response.
Results
- Over 12 months, eTrigue messaging generated a 28% penetration rate among key prospects
- Lead tracking drove regular improvements in message effectiveness
- Programmed eTrigue campaigns increased Web site activity more than 64%
- Sales managers learned prospects' interests before the first meeting from constant database updates with visit histories
