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Menos Días Con Heridas
Menos días con heridas by Coloplast and how HubSpot turned it into a lead generation machine
“Menos días con heridas” is a strategic initiative by Coloplast, a major multinational leader in the pharmaceutical and healthcare sector. Menos días con heridas specializes in advanced solutions for skin and wound care.
After four years of joint management with Posizionate, the project evolved from an informational portal into an automated sales ecosystem, turning website visits into real business opportunities for the sales team.
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Reto Challenge
When Coloplast launched “Menos días con heridas”, they were not only looking for a professional website about wound care and their products. The objective was clear: to create a tool capable of attracting healthcare professionals and generating real opportunities for the sales team, avoiding cold outreach.
To achieve this transformation, HubSpot was integrated as a key part of the strategy, structuring the project around three fundamental pillars:
Segmented database: A broad and refined database was built to identify each contact’s specialty, professional environment and main interests.
Smart automation: Implementation of automated processes, or workflows, triggered according to the user’s specific behavior on the website.
Dynamic segmentation: Creation of dynamic lists to classify professionals according to their profile, clinical interests, interaction with content and stage in the buying cycle.
Results
Coloplast has transformed its lead generation model: From waiting to taking action: The company has gone from waiting for opportunities to proactively identifying them.
Information for sales: The sales team now works with detailed prior information about each professional’s interest. Automated ecosystem: Consolidation of a portal that works as a 24/7 sales engine.