Athena Diagnostics
Mobile CRM
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Project Story
Embarc helped us to design and create an entirely automated wireless system that will be essential to helping Athena meet its strategic goals. Embarc delivered a system that met our needs, was on time, was within our overall budget, and took our company to a new level of sophistication. Amy Winslow
Vice President, Marketing
Athena Diagnostics
Athena Diagnostics is a reference laboratory dedicated to the development and commercialization of diagnostic testing for neurological disorders. The company is owned by Elan Pharmaceuticals, one of three operating divisions of Elan Corporation (Dublin, Ireland), a leading worldwide specialty pharmaceutical company. Athena tests help Physicians diagnose patients with neurological and related disorders. Objectives: - Increase revenues from testing services
- To develop an accessible, educational resource to all customers, doctors and hospitals by providing searchable information on Athena's products and services
- Develop permission-based marketing program to key doctors and other relevant constituents
- Increase time-to-market for new products
Prior to working with Embarc, Athena produced a printed 200-page product and service guidebook with extensive information on over 70 different tests, each associated with many different symptoms, diseases, billing codes and shipping requirements. The critical development challenge was to convert the company's paper-based system to an easy to use online tool for doctors, patients and Athena's marketing staff. Solution: We developed a flexible database to accommodate Athena's diverse product marketing needs and also implemented advanced tracking mechanisms to allow real-time analysis of programs. Since the company launches at least one new product every other month, we developed a tool to enable the marketing team at Athena to modify information in the product database "on the fly". We also added export functionality to permit the same database to be used for both online and offline marketing. Simultaneously, we launched a separate website for Neurologists (www.neurocast.com); and utilized eResponse to allow subscribers to receive targeted monthly updates and information. Results: - Over 4000 doctors have enrolled in NeuroCAST (10% regularly visit a new session)
- Clients tell Customer Service, Sales Representatives and Marketing how useful the site is, and that they routinely use it for customer service information
- Increase in the requests for information
- Corporate Award for Best New Initiative in 2000
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