RAPS Marketing Automation Case Study
Marketing Automation Research
About RAPS
The Regulatory Affairs Professionals Society (RAPS) is the largest global organization for those involved in the regulation of healthcare and related products, which include medical devices, pharmaceuticals, biologics, and nutrition products. RAPS helped establish the regulatory profession and continues to actively support the professional and lead the profession as a neutral, non-lobbying nonprofit organization.
Executive Summary
RAPS engaged Pumex to provide an alternate solution to their legacy email automation platform, Higher Logic. RAPS stated over a dozen serious issues with Higher Logic and tasked us to explore a wide range of alternatives to better align with their organization.
The RAPS marketing team has tasked us with addressing a range of persistent concerns. These include improving customer support and updating the user interface. We're also looking for a platform that integrates seamlessly with LMS solutions, removes the need for coding on landing pages, enhances 3rd party script tracking, and offers embeddable landing pages. Additionally, we seek a platform that allows for 3rd party template imports, includes a "Forward to a friend" feature, and enables email list segmentation by 3rd party platform taxonomy. Addressing these issues is crucial for optimizing our marketing strategies and operations.
Our evaluation process encompassed 18 email platforms, and we employed a variety of methods to make an informed selection. This included the thorough analysis of customer reviews, the utilization of tutorials for a deeper understanding, participation in system demonstrations and webinars to gauge their capabilities, direct engagement with technical support teams for insight into their responsiveness and expertise, careful review of technical documentation to ensure compatibility with our needs, and hands-on testing of features within the email platforms. These comprehensive steps provided us with valuable insights, enabling us to make a well-informed decision regarding our email platform selection.
Long-Term Goals & Projected Results
We evaluated 18 email platforms by reviewing capabilities listed on the platform websites, scheduled demos with sales agents, conducted calls with technical staff members, and re- viewed technical documentation. Of the 18 email platforms, 14 did not meet the basic requirements provided in the client discovery due to their limited capabilities, lack of bi-directional API integration, ease of use, landing page options, custom form building, opt-in/opt-out management, automation, and scalability. The RAPS' marketing team was able to quickly and efficiently select a replacement marketing automation platform based off the report recommendations and has migrated to the new solution