The Requirement
Pfizer, the world’s leading pharmaceutical company, uses e-mail to communicate with consumers who have expressed interest in pharmaceutical products.   Within those e-mail communications, Pfizer uses surveys to confirm on-going interest and to personalize the individual communications according to consumer preferences. Pfizer needed an e-mail delivery service to implement, host and report a highly customized e-mail survey.

Among Pfizer’s requirements were to implement a Pfizer designed customer survey, host the survey on a 24x7 basis, link it to a survey results database and provide the results to Pfizer for integration into a specific consumer database maintained by a Pfizer marketing services partner.

The Solution
SmartSource built a survey to Pfizer’s specifications.  The survey included special field validation to ensure data integrity.  SmartSource also implemented a series of specific rules that controlled the sequence of information provided to survey respondents as they completed the survey.   The end result was a highly successful campaign by Pfizer whereby they were able to identify key consumer interests and use those interests to further personalize their consumer database. SmartSource responded with an implementation plan that met Pfizer deadlines and which was flawlessly executed.