IVI’s Journey to Marketing Cloud Efficiency: Simplifying Complexity at Scale

IVI partnered with redk to optimise their Marketing Cloud ecosystem, achieving greater operational agility, intelligent automation, and data-driven decisions through a continuous collaborative model.

Objectives

The main goal was to equip IVI with the tools and processes needed to maximise their digital marketing potential.

Data Optimisation

Improve real-time data access and management across Europe and LATAM.

Campaign Automation

Implement solutions to increase the effectiveness of digital marketing.

Task Acceleration

Establish a tracking system to speed up developments.

Informed Decision-Making

Create landing pages for easy access to real data.

Expert Support

Recieve continuous specialised technical assistance.

Challenges & Solutions

redk’s collaboration enabled IVI to tackle each challenge with tailored solutions aimed at improving efficiency and quality within their Marketing Cloud ecosystem.

Challenge

Solution

Desafio

The organisation faced limitations in its data model and management, which hindered proper segmentation and reduced the effectiveness of its marketing campaigns.
The traditional method of sending reports by email was inefficient and made it difficult to access critical information in a timely manner for decision-making.
Manual campaign execution limited the ability to personalise communications at scale and respond quickly to different audiences.
The marketing team needed agile technical support to facilitate the adaptation of tools to new needs and ensure the correct application of best practices.

Solución

The data model was optimised and contact management was automated, allowing for an up-to-date database and improved segmentation for more effective campaigns.
The implementation of Cloud Pages and the redesign of reporting processes facilitated access to real-time information and more agile decision-making.
Marketing campaigns were automated to increase personalisation, improve operational efficiency, and scale the team's responsiveness.
redk provided proactive technical support to the marketing team, quickly resolving incidents and effectively adapting tools to new needs.

Key Results

The integration and optimisation of Salesforce Marketing Cloud, combined with a model of continuous collaboration with redk, now allows IVI to execute campaigns with greater agility, make data-driven decisions, and maintain operational control aligned with its marketing objectives.

50% Faster Data Processing

Processing time for the data model was halved from 60 to 30 minutes, accelerating informed decision-making.

Cleaner Database and More Effective Segmentation

Automated database management ensured continuous cleansing and improved campaign precision through targeted sends.

Automation of Key Processes to Enhance Patient Experience

Automating manual processes optimised the patient funnel, saving time and resources by automating communications with patients who cancelled appointments and anticipating 7% of online appointment changes, improving clinic slot management.

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About

IVI

IVI, the Valencian Institute of Infertility, was founded over 35 years ago as a small clinic in Valencia. Today, it is part of IVI RMA Global, the world’s leading fertility group, with a presence in multiple countries. In Spain, 1 in 4 children born through assisted reproductive technology is thanks to IVI – a clear reflection of its direct impact on society. Learn more at ivi.uk

Industry

Healthcare

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Name Surname

Position, Company name

Thanks to Redk, we have achieved the speed and technical quality we needed. From the outset, they understood our business needs very well and helped us overcome all the challenges we faced. What I would highlight is their personal approach; they act as if they were part of the internal team and take care of each project and their clients as if they were unique.

Mar Juárez

CRM Manager en IVI

"Trabajar con IVI es un verdadero placer. La colaboración con su equipo es constante, cercana y muy fluida, lo que ha facilitado un entendimiento profundo de sus necesidades y objetivos. Se trata de un equipo altamente profesional, con un profundo conocimiento del negocio y de Marketing Cloud, lo que enriquece cada etapa del proyecto. Esta colaboración nos ha permitido avanzar con agilidad, tomar decisiones acertadas y construir juntos soluciones eficaces que aportan valor real al negocio. La comunicación continua y el compromiso compartido han sido clave para alcanzar resultados sólidos y sostenibles."

Maitane Santamaría

Project Lead Salesforce