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Data specialist Jaywing, a member of Digital Marketing Group plc, has been appointed by NHS Supply Chain (NHSSC) to refine its targeted sales and marketing communications.
The partnership is a key initiative of NHSSC's strategic goal of reducing NHS costs by 1billionGBP over the next 10 years, by improving supply efficiency. Through better targeting NHSSC hopes to:
• Increase the range of products being purchased
• Increase order quantities and frequency
• Increase customer penetration
• Encourage more efficient buying, thereby the reducing cost to serve
Jaywing will segment detailed transactional data collected by NHSSC describing the purchasing behaviours of specific departments in individual hospitals to produce valuable insight on departmental purchasing power. This insight will drive specific marketing and communication strategies for different departments, with incentives and offers tailored to their specific buying behaviour.
Mark Aubin, Head of Marketing at NHSSC comments:
"Being able to target our customer communications is an important part of streamlining our marketing strategy, whilst increasing sales efficiency. The ability to create tailored communications for specific NHS departments means we can focus our efforts on marketing interactions that generate positive results. With their expertise in developing and implementing data strategy, Jaywing is the ideal partner for this work."
Nick Evans, Jaywing, comments:
"We are delighted to be working with NHSSC on this initiative. It has an extremely forward-thinking approach to introducing consumer marketing principles and approaches into the public sector, combined with a real commitment to implementing this as a means of driving cost savings for the NHS."
click here to view a PDF of the article as it appeared in Precision Marketing
click here to view a PDF of the article as it appeared in Brand Republic
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