Case study 03 of 06
CAR-T TALK
CAR-T TALK connects people considering CAR T cell therapy with Ambassadors who have been through it. The emails handle the logistics around that conversation: scheduling, reminders, missed calls and follow-up.
- Client
- Bristol Myers Squibb
- Industry
- Healthcare / Pharmaceutical
- Discipline
- Email campaign development
- Scope
- Six-message program
Overview
CAR-T TALK is a peer program. Patients and caregivers register, then speak by phone with an Ambassador who has their own experience with CAR T cell therapy. Every email in the program exists to get that call scheduled, attended or rescheduled.
That makes the program a sequence rather than a campaign. Each message lands at a different moment, from the first scheduling note to the survey after a completed call, and a registrant may see four or five of them. They need to read as one voice and one layout so the person on the other end always knows who is writing and what to do next.
Technical scope
Shared module system
Every message is assembled from the same parts: the orange CAR-T TALK header with photography, the conference-line callout with its speech-bubble notch, and the grey Bristol Myers Squibb compliance footer with its job code.
Personalization
Registrant, Ambassador, specialist, date, time, time zone and phone values are flagged as fields throughout. The production reminder shows them wired to Salesforce merge fields on a call-schedule record.
Calendar and reply actions
The scheduling email carries Add to Outlook/iCal and Add to Google Calendar links alongside a reply-to-confirm instruction, so a registrant can act from any inbox.
Regulated footers
Each message ends with sponsor attribution, the opt-out route, a mailing address, legal links and a document code that has to match the approved version.
The program, message by message
In the order a registrant would meet them. Select any email to read it at full length.
- 01
Registration and scheduling
Introduces the Mentor Program Specialist, proposes a call slot and asks the registrant to confirm. Calendar links, conference-line instructions and the program guidelines all live in one message.
- 02
Call reminder
Restates the scheduled day, date and time zone, then repeats the dial-in steps in the orange conference-line callout.
- 03
Call reminder, Salesforce merge-field build
The same reminder with the placeholders replaced by Salesforce merge fields that read from a call-schedule record: preferred name, Ambassador time and the patient's conference code.
- 04
Missed call
Sent when a registrant misses a scheduled call. Offers two ways back in: reply with three dates and times, or call.
- 05
Final outreach
The last attempt to reach someone who registered but never connected. It says plainly that no further emails will follow.
- 06
Post-call follow-up
Closes the loop after a completed call with an invitation to book another and a survey button.
One message, every moving part
Registration and scheduling, shown complete. Scroll alongside the notes, or open it in the viewer to zoom.
- 01
Personal introduction
Names the specialist and the Ambassador, and states the proposed call slot with date, time and time zone fields.
- 02
Two calendar actions
Outlook/iCal and Google Calendar links sit side by side so the call lands on whichever calendar the registrant uses.
- 03
Conference-line callout
The orange module with a nested list for dial-in, code entry and hold steps. Nested lists are among the least consistent structures across email clients.
- 04
Program guidelines
A plain bulleted list sets expectations about confidentiality, call limits and side-effect reporting before the call happens.
Registration and scheduling
Up close
Data, not copy
In the production reminder the bracketed placeholders become Salesforce merge fields on a custom call-schedule object: preferred name, the patient's first name, the Ambassador's time and a per-call conference code. The layout has to survive short and long values alike.
Excerpt. Select it to zoom; the complete email is shown above.
Actions people can take from any inbox
The reply instruction, calendar links and dial-in steps are stacked in the order someone needs them. The callout's notch and icon carry over into every other message that mentions the call.
Excerpt. Select it to zoom; the complete email is shown above.
Technical considerations
Responsive email development
Single-column layouts that hold at desktop widths and reflow cleanly on phones, with the header photography and callout notch kept intact.
Dynamic content and personalization
Up to a dozen fields in a single message. Copy and spacing have to work whether a name is four characters or twenty.
QA across related communications
Six messages share modules, so a change to one has to be checked against all of them: header, callout, footer, job codes and legal links.
Technologies and capabilities
- Responsive HTML/CSS email
- Salesforce merge fields
- Dynamic content
- Calendar links
- Modular templates
- Cross-client QA
- Compliance footers
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