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Client
Dr Reddy
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Service
Salesforce Marketing Cloud
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Industry
Pharmaceuticals & Consumer Health
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Company Size
50,000+
The client
A major pharmaceutical and consumer health conglomerate — with a diverse portfolio of prescription medicines, nutritional supplements, and consumer wellness brands sold across India and international markets — was operating its digital marketing and lead management infrastructure on Pardot, a platform that had been superseded by Salesforce Marketing Cloud in the company’s evolving technology strategy. The migration represented more than a platform change: it was an opportunity to fundamentally improve the company’s digital marketing capabilities, customer data unification, and omnichannel personalisation — all while maintaining zero disruption to active customer journeys and marketing programmes.
The problem
The marketing technology migration challenge was compounded by the complexity of the pharmaceutical consumer landscape — a multi-brand, multi-channel marketing operation with strict regulatory constraints, integrated SAP and CDP systems, and a customer engagement model combining HCP outreach with consumer digital marketing across India. The business needed a migration partner with both the technical depth to execute the integration architecture and the strategic understanding to preserve campaign continuity throughout.
- Complex Migration Risk to Ongoing Pharmaceutical Customer Engagement — Migrating from Pardot to Salesforce Marketing Cloud while maintaining continuity of active customer journeys, automated campaigns, and lead nurture sequences required precise planning and execution. Any disruption to ongoing engagement programmes risked losing pipeline momentum and degrading the customer experience across the pharmaceutical consumer portfolio.
- Fragmented Marketing Systems Limiting Personalisation and Unified Reporting — Disconnected customer data across Pardot, SAP, and the company’s customer data platform was limiting the depth of personalisation available and preventing the unified cross-channel reporting that marketing leadership needed to make informed investment decisions across the brand portfolio in India.
- Manual Campaign Tracking Reducing Efficiency and Attribution Accuracy — Manual campaign tracking processes were consuming marketing operations team capacity and introducing attribution inaccuracies distorting the performance measurement data used to allocate marketing budgets across the pharmaceutical and consumer health brand portfolio.
OUR SOLUTION
Worxwide implemented Salesforce Marketing Cloud with fully automated customer journey migration, integration with Salesforce CRM, SAP, and CDP platforms, and the personalisation infrastructure needed to execute omnichannel engagement across the brand portfolio. Meta Ads integration was configured for precise audience synchronisation to improve the cost efficiency of digital acquisition campaigns across India. The migration was executed with zero disruption to active customer journeys — ensuring that every subscriber, prospect, and customer moved from Pardot to Marketing Cloud without experiencing any gap in engagement.
- Zero-Disruption Pardot to Marketing Cloud Migration for Pharmaceutical Marketing — A meticulously planned migration execution — including parallel running of critical journeys, precise data mapping validation, and phased transition management — ensured the full transition from Pardot to Salesforce Marketing Cloud was completed without any disruption to active customer engagement programmes and lead nurture sequences.
- Salesforce, SAP, and CDP Integration for Unified Pharmaceutical Customer Data — Deep integrations between Salesforce Marketing Cloud, Salesforce CRM, SAP operational systems, and the company’s customer data platform created a unified customer data architecture — enabling the cross-channel personalisation, cohesive attribution reporting, and audience-consistent messaging that fragmented systems had previously prevented.
- Meta Ads Integration for Precise Audience Syncing and CPL Reduction in India — Salesforce Marketing Cloud integration with Meta Ads enabled real-time audience synchronisation — ensuring digital advertising was targeted against the most current, accurate customer and prospect segments rather than the stale or inconsistent audience lists that had previously inflated cost per lead across India.
Our work in action
The Impact
42% Improvement in Lead-to-Subscription Conversion
The combination of Marketing Cloud’s advanced journey automation, better customer data integration, and more sophisticated personalisation capabilities drove a 42% improvement in lead-to-subscription conversion — demonstrating the commercial return available from a properly executed marketing technology modernisation.
28% Reduction in Cost Per Lead Through Precise Audience Targeting
Meta Ads integration and accurate audience synchronisation reduced cost per lead by 28% — improving the efficiency of the company’s digital acquisition investment and generating more qualified leads from the same marketing budget across India.
Improved Omnichannel Engagement and Marketing Attribution Accuracy
A unified customer data architecture and Marketing Cloud’s cross-channel orchestration capabilities improved both the quality of customer engagement and the accuracy of marketing attribution reporting — giving leadership reliable performance data needed to make confident, evidence-based marketing investment decisions.
