The Modern Specialty Pharmacy

Pharmaceuticals are big business. The Mom-and-Pop pharmacies that anchored communities have been replaced with large corporate stores and discount online pharmacies. And information about illnesses, conditions, and the emerging medications available to treat them is often just a web page away.

Avella Specialty Pharmacy is redefining the specialty pharmacy space by uniting previously separate services into a single, unified source for essential information about a rapidly changing industry and delivery of cutting-edge medicines to patients who need them most.

But to better communicate with patients, healthcare providers, payors, and pharmaceutical manufacturers, Avella needed to replace the disparate digital marketing platforms it had been using with fully integrated applications featuring powerful analytics, insights, and automation. 

Today the company relies on a number of HubSpot apps such as it's Content Optimization System (COS) and Analytics app to provide real-time data and actionable insights for delivering powerful, targeted content to diverse customer segments. Other HubSpot apps like list building, landing pages, SEO, workflow automation, and smart calls-to-action features also play a key role in helping the marketing team engage customers in ways no one else in the industry does.

“Any pharmacy can provide a little educational content and fill prescriptions,” Todd Speranzo, Avella Specialty Pharmacy’s Vice President of Marketing, says. “We wanted to do something unique in the market and chose HubSpot because it offers the largest array of fully integrated apps that simplifies the process of creating authentic engagement with all of our customers.”

Let's Get Personal

One of Avella’s primary objectives was to personalize the customer experience on its website and through its marketing communications. Before HubSpot, this meant manually changing content and page layouts to address each of the company’s customer segments, as well as manually coding to optimize for mobile.

Instead, HubSpot COS is mobile-ready right out of the box for easy browsing and navigation on any device and features several built-in marketing applications to ensure the most personalized experience possible. Todd’s team uses the integrated content management system (CMS) to rapidly design an easy-to-navigate, fully optimized site.

The smart content and smart CTAs apps dynamically tailor content, images and calls-to-action in emails and on landing pages for every visitor. Todd also loves the valuable insights he can get with HubSpot’s progressive forms, social inbox monitoring, and page performance metrics that shape his team’s conversion strategies.

“HubSpot makes it easier to strategically place conversion opportunities everywhere on our site based on real-time statistics and precise customer personas,” he says. “Once we know what customers are looking for, the custom workflows automatically change how and when content is deployed without us having to manage it, which has led to a 38% increase in conversions this year alone.”

HubSpot’s integrated marketing platform reaches every part of Avella’s marketing and sales channels—including third-party services. Todd is quick to point that the collaboration with long-term strategic partners he found through HubSpot—particularly through HubSpot’s INBOUND conference—have had a huge impact on his company’s growth.

“We have been fortunate to collaborate with outstanding HubSpot partners like MediaJunction and Prism Global Marketing Solutions’ that understand our brand, strategy and goals has been a critical part of our success,” he says. “These partners understand the importance of creating engaging visual experiences supported by smart marketing strategy; all while maintaining a mindset of resource-efficiency.”

Avella also teamed up with leading video hosting vendor Wistia and social content aggregator Uberflip to further extend its reporting and automation capabilities. Together, Avella’s partners have helped the company transition to a more data-driven approach to marketing and social media engagement that relies on up-to-date information to bring customers the information they want, when they want it.

Each partner app includes its own reporting features that integrate seamlessly with HubSpot’s full-funnel analytics app. Now Todd and his team get real-time, actionable data about every kind of content the company provides to every visitor, creating a more agile and responsive system for addressing customers’ evolving interests.

“We need the ability to collaborate internally about the types and purpose of our content to create meaningful, frequent touches with our customers,” Todd says.