HEALTHCARE22 August 2025
Maximizing Access to Diabetes Care Management with Omnichannel Marketing
At A Glance
A worldwide leader in medical device manufacturing partnered with us to reimagine its patient journey and tackle a stubborn challenge in its diabetes care program: despite offering a free trial voucher for their glucose monitoring device, many eligible patients never even completed the redemption journey, while many others dropped off before experiencing the product’s benefits.
Industry
Healthcare / Medical Devices
Key Services
Strategy
Omnichannel Campaign Execution
Planning and Delivery
Analytics & Measurement
Key Technologies / Platforms
Salesforce Marketing Cloud- Salesforce CRM
- Datorama (MCI)
Power BI
Adobe AEM
Data Cloud
By building a true omnichannel marketing strategy and integrating a powerful tech stack, Sumeru dramatically increased the client’s voucher redemption rates and patient engagement, ultimately bringing more patients under their care and improving long-term retention.
18%
Increase in customer acquisition
42%
Improvement in email deliverability
25%
Increase in email open rates
Understanding the Roadblock
The company’s free trial voucher for a breakthrough diabetes device had huge potential, but it wasn’t reaching enough people. Only 5% of eligible patients were actually completing the redemption process, leaving most people without the chance to see how the device could improve their daily lives. To change that, the focus had to go beyond just short-term sales. The goal was to connect with patients across multiple channels, guide them step-by-step through the journey, and build lasting engagement even long after the trial ended.
Designing a Seamless Patient Journey
We began by designing a customer-centric omnichannel marketing strategy across web, email, SMS, and mobile apps. The plan was to bring all those touchpoints together into one smooth, personalized experience that made it easy for the patients to start and stay on the journey.
To make that possible, we connected a powerful lineup of tools: Salesforce Marketing Cloud, Salesforce CRM, Data Cloud, Datorama (MCI), Power BI, and Adobe AEM. These systems worked together to pull all the data into one place and make it easier to launch targeted campaigns and see exactly how patients were engaging, all in real time.
We also rolled out a measurement framework and data governance best practices across the analytics function to make it easier to see what was working, and make any quick adjustments as needed to continuously improve the campaign’s performance.
From Low Engagement to Measurable Growth
The results spoke for themselves. Within just a few months, the new strategy and tech stack delivered:
- An 18% increase in customer acquisition
- A 42% boost in email deliverability
- A 25% lift in open rates
Improved funnel performance at both MOFU and BOFU stages, which signaled a much stronger level of engagement while driving higher adoption rates and long-term retention.
The Ongoing Partnership
This project set the stage for an even stronger partnership with the client’s marketing and analytics teams. With their channels, tools, and data sources now working together, the client has reached more patients, kept them engaged, and is now supporting them throughout their care journey.
