Dr. Reddy’s Laboratories
How Dr. Reddy’s Laboratories Increased
HCP Engagement by 52%
Through CRM & Marketing Automation
A look at how a centralized CRM and automated communication helped a global pharma company deepen relationships with healthcare professionals.
About the Brand & the Challenge
Dr. Reddy’s Laboratories develops, manufactures, and distributes generic medicines, specialty pharmaceuticals, and biosimilars, working closely with healthcare professionals, hospitals, and pharmacies.
As digital engagement grew in importance, HCP data was distributed across systems, communication lacked personalization, and manual follow-ups limited sales team efficiency.
What the CRM & Automation Program Covered
A centralized CRM managed HCP profiles, interactions, and event registrations, powering segmented, automated engagement across specialties and regions.
4 Pillars Behind the Automation Program
Specialty Segmentation
HCPs were segmented by specialty, prescribing interest, and region for relevant content.
Webinar Automation
Automated invitations, reminders, and follow-ups significantly lifted event attendance.
Engagement Scoring
Lead scoring identified high-value HCPs for more focused sales follow-up.
Scientific Content Delivery
Automated distribution kept physicians and pharmacists updated with relevant educational material.
How the Program Was Rolled Out
Execution combined a centralized CRM with automated, behavior-based communication:
💡 The insight: Even in pharma, HCP relationships deepen fastest when communication is segmented by specialty and followed up automatically after every event.
How Automation Moved Customers Through the Journey
Awareness — Segmented Outreach
Product updates and educational content were automatically matched to each HCP’s specialty.
Engagement — Webinars & Events
Automated invitations and reminders lifted webinar attendance from 38% to 67%.
Retention — Follow-Up & Scoring
Automated follow-ups and lead scoring increased qualified healthcare interactions by 52%.
The Strategic Advantages of This Approach
A single CRM view replaced scattered healthcare professional data.
Segmentation ensured each HCP received information matched to their practice.
Automated reminders and follow-ups significantly increased webinar and event attendance.
Automation freed sales representatives to focus on relationship-building.
The Numbers That Prove the Model Works
What the Brand Actually Achieved
- Increased HCP engagement rate from 24% to 36.5%
- Increased webinar attendance rate from 38% to 67%
- Improved marketing campaign open rate from 19% to 41%
- Increased sales representative productivity by 34%
- Improved follow-up completion rate from 56% to 92%
- Grew qualified healthcare interactions by 52%
The Bigger Lesson for Brands
Even in a highly regulated pharmaceutical environment, personalization and automated follow-through — not broad blasts — are what deepen healthcare professional relationships at scale.
The Core Principle: Segment by Specialty, Follow Up Automatically
“The visibility into engagement performance and automated workflows enabled our teams to deliver a more personalized experience at scale.” — Commercial Excellence Team, Dr. Reddy’s Laboratories
Ready to build lifelong customers?
Let’s build a CRM-powered automation strategy that turns first orders into repeat revenue.
