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Boiron, Integrating CRM Solutions for Marketing

Implementing a segmentation strategy, for B2B and B2C, in the pharmaceutical industry

Who are Boiron Laboratories?

Award-winning Boiron Laboratories were established in 1932 as a family business with a mission to fulfil patient needs. Currently, they manufacture homeopathic medicines, boast a team of more than 4,000 people worldwide and sell their products in over 80 countries.

Boiron professionals are primarily engaged in drug research and discovery, focusing on physical, biological and clinical research. A large proportion of their business requires heavy account management, demand generation and fulfilment of drugs orders to online retailers.


Boiron needed a CRM solution to execute a high-level marketing plan at both strategic and operational levels, whilst maintaining visibility over opportunities.

They wanted to improve the quality of information held about their clients, prevent discrepancies and duplication of data, as well as classify contacts and customers according to their value and relationship to the business. Since they had thousands of users at varying levels of digital expertise, they required a user-friendly solution with a short adoption period. Furthermore, the solution had to offer effective ways of capturing inbound enquiries, as well as prepare robust and in-depth reports to track ROI and monitor KPIs.


redk implemented best-in-class SugarCRM technology, due to its easy, short term adoption period and integrated marketing automation. This solution provided a centralised and integrated IT platform with automated marketing, meaning a requirement to only train users on one software solution.

It gave sales teams and marketers access to a wide range of data, such as registrant event details, customer and prospect data, pipeline revenue and sales status’, business proposals and customer documentation. This made customer segmentation extremely effective and surprisingly easy. Information could also be passed to other software applications used within Boiron via simple integrations developed by redk, reducing the need to jump from system to system.

In addition to furthering functionality through the CRM platform, redk identified an opportunity to enrich the customer experience on behalf of Boiron, by providing their customers the ability to set their communication preferences. These new features enabled users to control the marketing communications they were interested in receiving, meaning Boiron was able to be more data compliant without losing engagement.

The solution successfully achieved business requirements and more, while allowing for scalability as the company grows.

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