“With Salesforce, our physicians deliver better interactions on every front.”
Consumers today can access more information about health and medicine than was possible 10 or even five years ago. According to Wenzel, “The patient is more empowered today. Patients are taking a more active role in their own health.” Merck KGaA’s traditional model of selling pharmaceuticals to hospitals or physicians instead of to patients was outdated. Merck KGaA needed a new way to communicate directly with consumers to drive the most sales. Mark Dawson, VP, global head of Marketing, Sales & eBusiness, elaborates, “Our traditional indirect selling model is no longer sufficient to be competitive in the market. We need to ensure that we are actually starting to communicate directly to consumers.”
EMD Millipore, the life science business of Merck KGaA, has been able to get products to consumers faster than ever before with Sales Cloud. “Now we can build on a story that started on our website or on a mobile device — maybe a day back, maybe an hour back, or maybe a couple months back. Now we can connect the dots, continuing that dialogue and showing we really care, since Salesforce enables our sales reps to do just that,” says Christian Stuppy, director, Global Marketing & Sales Domain Architect. EMD Millipore uses Sales Cloud to centralize all customer data so that leads, contacts, and accounts are in one place. That helped the division build a new lead to order (LTO) process that revolutionized sales. LTO requires understanding customer needs, putting together engineering drawings, and formally completing a quote — which used to take weeks or even months. Now, with the help of Sales Cloud, EMD Millipore sales reps can generate direct quotes in a matter of hours. Increased sales efficiency has changed the game, allowing EMD Millipore to help consumers get vital products in record time. Stuppy explains, “Salesforce makes us smarter — and smarter means better for our customers.”
Merck KGaA has the delicate task of selling products for sensitive issues like fertility, MS, and diabetes to name a few. To treat these personal matters with the utmost respect, privacy, and compassion, Merck KGaA designs tailored customer journeys. Since Marketing Cloud integrates with Sales Cloud, there’s a seamless flow of lead and contact information from marketing to sales. For example, global sales and marketing teams can build lasting relationships with universities, hospitals, and research centers by inviting them to attend webinars and events. Merck KGaA can then customize landing pages to collect relevant information and segment its customers for one-to-one follow-up phone calls or marketing emails. Everyone is on the same page — so Merck KGaA can ensure a great journey for every customer. “Customers today choose companies that provide the best customer experience. And building a customer journey is our way of doing that,” says Stuppy. Dawson agrees: “For the first time in our 346-year history, we are able to create one-to-one relationships with the consumers of our products.” When dealing with sensitive health issues, Community Cloud also steps in. Customer communities help patients work through their health questions and concerns. For instance, a couple looking into fertility options can enter a community to read FAQs, connect with other couples, discover expert articles, and even schedule doctor appointments; they are in control of their own journey. “By giving customers a forum to open up and ask questions, we help them make important decisions and gain their trust,” says Wenzel. It’s all about more effectively connecting patients with their health providers. To that end, Merck KGaA is also using the Salesforce Platform to build apps that facilitate better patient-doctor exchanges to connect initially and between appointments. “With Salesforce, our physicians deliver better interactions on every front,” Wenzel affirms.