Merkle (www.merkleinc.com), a leading customer relationship marketing (CRM) firm and the nation’s largest privately held agency, today announced the appointment of Croom Lawrence to senior director, customer experience lead, in Merkle’s life sciences practice. In this role, Lawrence will leverage Merkle’s proprietary Connected CRM™ framework to deliver innovative, data-driven digital campaigns to help world-class health brands build stronger, more profitable customer relationships.
“Merkle offers a quantum leap over other agencies in its class,” said Lawrence. “Merkle’s strategic, creative, and analytic teams are powered by its world-class big data capability with reach up to 95% of U.S. households and individuals. This enables a more insightful, connected and holistic view of the patient journey from the perspective of each of the major stakeholders in the healthcare ecosystem, and at the individual level. As a result, Merkle is best suited for health brands who are seeking informed customer-centric strategies, creative best practices, and advanced analytics to impact and measure individual behavior across all paid, earned, owned and shared channels.”
Lawrence has over 16 years’ experience as a digital and relationship marketing expert. He joins Merkle from Ironwood Pharmaceuticals, where he was the senior director, customer communication architect, who drove the planning and execution of patient and professional e-marketing for one of the industry’s largest launch brands last year. Prior to joining Ironwood Pharmaceuticals, Lawrence was the VP, strategy and insights, for Wunderman/RTC Relationship Marketing. He has also served in building out the e-marketing and communications capabilities for Wyeth Pharmaceuticals and Merck & Co. In these roles, Lawrence was responsible for the integration of digital and e-marketing best practices into consumer and HCP brand initiatives.
“Croom Lawrence is an industry recognized leader who has a deep understanding of emerging digital technologies and communication channels along with strong experience working on the agency and pharmaceutical side,” said Craig Dempster, EVP, CMO, customer experience group leader, Merkle. “Croom’s background and passion for human health make him best suited to help pharmaceutical brands deliver personalized customer experiences and individual treatment plans that will help patients receive optimal care. This appointment is a part of Merkle’s industry-specific approach to delivering Connected CRM™ solutions that help clients build sustainable competitive advantage.”