Empowers Hologic, Inc. to Focus on Technology

Hologic needed a better way to market its products to potential clients. It also required a wholesale change in how it engaged its users in sharing vital information.

Company Profile

Hologic, Inc. is a developer, manufacturer, and supplier of diagnostic and medical imaging systems focused on women’s health through early detection and treatment. It develops digital imaging technology for radiography and mammography applications and has revolutionized how breast cancer is detected.

Hologic’s Pains

Due to the limitations of its email service provider, Hologic was experiencing a fundamental inability to customize its email system and import available Genius® 3D Mammography™ facilities into its database. If existing or potential patients did not have facilities near them during their initial inquiry, communications halted.

Email communications relied on an inefficient system, not allowing for important broadcast marketing or segmentation. This severely restricted Hologic’s ability to communicate with existing patients and promote new products and services.

Solution: They needed more sophisticated technology.

The Challenge

• Create a database and email system to allow them the flexibility to pivot their marketing efforts as needed
• Provide B2B and B2C integrated communications to inform patients where to find Genius® 3D Mammography™ facilities near them
• Allow patients to interact with the system and create their appointment reminders

The Outcome

Our technology team built a cloud CRM database, growing to more than 220,000 users. We now provide Hologic with email, data, and SMS solutions, creating unique patient journeys without constraints.

The Story

In 2015, Hologic, Inc. (Nasdaq: HOLX) realized it needed a solution to better connect with its customers (doctors and medical facilities) and users (patients). It had to provide a more personal experience to benefit each patient’s health directly and improve Hologic’s marketability.

LMS Made it Work

LMS and Hologic partnered to create a unique journey – now known as “the ride” – that targets each patient individually, based on their profile and history of interactions.

Previous to our partnership, Hologic had no way to update new Genius® 3D Mammography™ exam facilities into their system so patients could easily find one. As it stood, if patients did not have facilities located near them during their initial inquiry, their user flow would come to a complete stop.

We created Facilities Found Logic, which deploys an email to patients who previously received a “No Facilities” email. The number of Genius® 3D Mammography™ facilities has grown exponentially in recent years, as has the number of opt-in users. Patients now receive regular, personalized updates regarding the availability of facilities in their region.

Hologic Needed a Better Way to Market

Hologic’s email communications were reduced to a linear flow. This limitation significantly inhibited Hologic’s ability to conduct valuable broadcast email campaigns to its patients. Campaigns included opening new facilities, Breast Cancer Awareness Month, and new products and services.

In 2017, our technology team commenced building the existing cloud CRM database, growing it to more than 220,000 users. Patients can now create appointment reminders and receive periodic updates and information designed for the individual.

Rather than a traditional 2D Mammogram, Hologic patients who opt-in to the system can now find a facility near them that offers Genius® 3D Mammography™, which, according to BreastCancer.org, increases breast cancer detection rates by as much as 40 percent. This breakthrough benefits patients’ health and enhances exposure to Hologic’s pioneering technology.

Let Hologic Do What it Does Best

With groundbreaking technology at its core, Hologic, Inc. needed to partner with a technology company to build an innovative database from the ground up and reconceptualize communications with customers and patients. Enter LMS. We began identifying the challenges they were facing and then established and implemented new, unique tools to create a system that works seamlessly for its users.

Our cloud CRM database facilitates data support across different Hologic brands, provides B2B and B2C integrated communications, and allows them the flexibility to pivot their marketing efforts as needed. Facilities Found Logic continues to inform new and existing patients that there is now a Genius 3D® facility near them.

Looking Forward

Hologic’s main objective is to minimize doubt and maximize doctors’ and their patients’ confidence in making vital decisions about their health. LMS listened and understood that objective and continues to help make it a reality.

In an industry where critical analysis is of life-saving importance, Hologic now has the technology to manage customer communications and focus on its most important asset, developing medical imaging systems and saving lives.