Using Predictive Modeling to Reduce Attrition and Enhance Customer Engagement in a Highly Competitive Market

Curb customer attrition to competitors during product renewal while ensuring long-term customer retention in the context of a highly competitive and rapidly evolving pharmaceutical market.

We developed a tailored strategy focused on identifying the precise moment each customer is ready to upgrade their device, in order to offer the most suitable product for their disease management. To achieve this, we designed an integrated predictive modeling approach utilizing various algorithms to estimate:

• Customer lifetime duration
• Lifetime value
• Likelihood of switching to a competitor
• Timing of the next purchase
• The product best aligned with their consumption habits

Based on these insights, we recommended and implemented an automated marketing campaign targeting good-value customers with a strong likelihood of renewing their device. These customers received timely, personalized offers for products most likely to meet their needs and preferences.

Our integrated and multifaceted approach enabled the company to strengthen customer loyalty while optimizing marketing investments through a robust data-driven strategy.
The campaign achieved remarkable results:

• Response rate: 23%
• Attrition reduction: 12%