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How Vitaflo Deutschland transformed their Territory Managers into proactive, personalised advisors - with a 6-stage patient journey, 12 lead sources, and a Smarketing system that eliminated data silos entirely.
Vitaflo Deutschland is part of Nestlé Health Science, producing specialised medical nutrition for patients with lifelong metabolic conditions. Their Territory Managers serve healthcare professionals and patients who depend on these products every day. AimFirst built the system to support them at every step.
Sales and marketing unified in one system - shared visibility, closed-loop reporting, zero data silos
From Unaware to Advocate - automated segmentation, stage-based triggers and next best actions
Age-based lifecycle campaigns and a loyalty-integrated web shop driving registrations and conversions
A self-service sample shop replacing manual processes - saving time, reducing cost, boosting productivity
Vitaflo's Territory Managers are the human link between a lifesaving product and the patients and healthcare professionals who need it. Their relationships matter enormously. But the systems supporting those relationships were not keeping pace.
Each Territory Manager was operating reactively - waiting for calls, sending generic emails, and tracking follow-ups in spreadsheets. There was no visibility into which patients had engaged with content, no way to know where someone was in their journey, and no system to ensure the right message reached the right person at the right time.
Meanwhile, marketing and sales were working in separate silos. Leads were falling through the cracks between campaigns and conversations. And patients with lifelong medical needs were receiving the same one-size-fits-all communication as everyone else - regardless of their age, condition or stage in the journey.
AimFirst deployed the Smarketing philosophy - integrating CRM and marketing automation so that sales and marketing share complete visibility into the patient journey. Every touchpoint is tracked. Every contact is automatically segmented. And every Territory Manager knows exactly when to act - and what to say.
By integrating CRM and marketing automation, both sales and marketing see the full patient journey - eliminating data silos. Sales knows which content prospects engaged with. Marketing sees conversion outcomes. Both teams improve each other's results continuously.
Territory Managers feed lead quality data back into the system. Marketing uses that feedback to refine campaigns and generate higher-quality leads over time. The result is a continuous improvement loop - every cycle produces better inputs for the next.
Data is used to identify exactly where patients drop out of the journey - and re-engagement strategies are triggered automatically at those points. No more contacts falling through the cracks. Every drop-off becomes a data signal for recovery.
AimFirst built a 6-stage patient lifecycle inside the CRM. Every contact is automatically segmented based on their interactions with Vitaflo. The system tracks every touchpoint and determines the appropriate next action - so Territory Managers always know who to call, when, and with what message.
Patient or caregiver has dietary needs but is not yet aware of medical food solutions. Triggered by a PDF download or page visit. Marketing nurtures with educational content automatically.
Aware of products but still researching or skeptical. Triggered by form submission or webinar registration. Targeted nurturing campaigns are deployed automatically to move them forward.
High-interest leads ready for personal engagement. Triggered by an email click or sample request. This is where the Territory Manager takes over - with full behavioural context already in hand.
Patient is testing the product and evaluating taste and tolerance. Triggered by a sample order. Territory Manager follows up to address concerns and ensure a positive first experience.
Product is incorporated into daily life with consistent positive outcomes. Triggered by a purchase. Territory Manager maintains the relationship and identifies upsell and expansion opportunities.
Highly satisfied patients who share their experiences and recommend to peers. Advocates generate referrals, provide testimonials and become the most effective marketing channel available.
Key insight: Customers are automatically segmented based on their interactions with Vitaflo. The system tracks every touchpoint to determine the appropriate stage and next best action - so Territory Managers receive real-time notifications with full context before they pick up the phone.
The goal was not just to implement a CRM. It was to fundamentally change how Vitaflo's Territory Managers work - moving from reactive, generic sellers to proactive advisors who use behavioural data to have the right conversation at exactly the right moment.
AimFirst equipped each Territory Manager with a personalisation toolkit: before calling any lead, they can see which articles the contact read, which brochures they downloaded and which webinars they attended. Every conversation starts with context - not a cold call.
Territory leads are allocated in real time by postal code - pre-qualified and pre-assigned so every notification is a genuine opportunity, not a guessing game. Combined with age-based email campaigns, a redesigned web shop, a loyalty programme and an internal sample shop, AimFirst built the complete digital infrastructure for a patient-centric commercial operation.
Vitaflo Deutschland and AimFirst have worked closely together for multiple years - with regular personal contact and shared ownership of results at every stage of the patient journey.
Every lead that reaches a Territory Manager has passed through one of 12 tracked entry points - connected to the CRM via AimFirst. Leads are pre-qualified and territory-assigned automatically. No more guessing - every notification is a real opportunity.
The transformation is visible in how Territory Managers work, how patients experience the brand and how the internal team operates day to day.
Spreadsheets and personal notes. No shared team visibility. Leads falling through the cracks between campaigns and conversations.
Full CRM visibility for every Territory Manager. Automated lead allocation by territory. Real-time notifications when a lead takes a high-intent action.
Generic emails to all contacts regardless of age or stage. Low relevance, low engagement, weak conversion and no patient bonding.
Age-based lifecycle campaigns delivering relevant content at every stage. Engagement rates up. Conversions up. Strong customer bonding from the very first email.
Web shop lacked user-friendliness. Product listings underperformed. No loyalty mechanics to reward long-term patients or drive repeat engagement.
Redesigned UX, optimised product listings and an integrated loyalty programme. Significant growth in web shop registrations and ongoing registered user base growth.
Manual sample ordering process - time-consuming, error-prone and creating unnecessary administrative burden for the team.
Self-service internal sample shop. Process fully automated. Time saved, costs reduced, productivity increased - team focus shifted to high-value work.
The comprehensive service suite of AimFirst has been a game-changer for our business. Their CRM solutions have revolutionized our customer relationships. We very much appreciate the close and regular personal exchange and thank the team for the many years of good cooperation.
Lisa Borgmann - Digital Marketing Executive, Vitaflo Deutschland GmbH
Vitaflo came to AimFirst with reactive Territory Managers, fragmented systems and no shared visibility. Today they have a 6-stage automated patient journey, 12 connected lead sources, personalised outreach at scale and an internal operation that runs efficiently. If your commercial team deserves the same transformation - let's talk.
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