How Clariness Used D365 Marketing to Coordinate Patient Outreach Across 12 Clinical Trial Sites
At-a-Glance
Clariness GmbH (European Clinical Research & Patient Recruitment)
CHALLENGE:
Clariness struggled to coordinate patient outreach and qualification across 12 decentralized clinical trial sites using fragmented, non-compliant marketing tools, resulting in slow enrollment and severe data silos.
SOLUTION:
Intelegain deployed a centralized Dynamics 365 Marketing environment, building automated, GDPR-compliant patient nurture journeys tailored to specific medical trials.
RESULTS:
Achieved a 34% reduction in overall trial enrollment times, unified data across 12 distinct trial sites, and eliminated GDPR compliance risks through strict, automated data governance.
The Challenge: Before Intelegain
Clariness GmbH is a leader in accelerating clinical trials through patient recruitment and retention across Europe. A critical bottleneck in their operations was coordinating patient outreach for a major upcoming study spanning 12 distinct clinical trial sites. Their marketing and outreach teams were operating in silos, using disparate email platforms and spreadsheets to track potential patient engagements.
This fragmented approach led to inconsistent messaging, double-booking of outreach efforts, and incredibly slow patient qualification processes. More importantly, operating across Europe meant they faced the strictest data privacy regulations in the world. Managing sensitive patient health information (PHI) across unsecured, disconnected marketing tools was creating a massive GDPR compliance liability that threatened their ability to operate.
Fragmented patient outreach efforts causing a 40% drop-off in the patient qualification funnel.
Severe data silos between the central marketing team and the 12 individual clinical trial sites.
High risk of GDPR violations due to decentralized, poorly governed patient data and consent tracking.
Why Clariness Chose Intelegain
Clariness required a technology partner who understood that in the clinical research space, marketing automation is not just about open rates - it's about strict compliance, sensitive data handling, and complex multi-site coordination. Intelegain was chosen for their ability to securely map complex workflows within the Microsoft ecosystem.
Implementation: The Intelegain Approach
Intelegain executed a highly controlled deployment of Dynamics 365 Marketing, focusing heavily on data governance before building out the outreach automation engines.
Phase 1: Compliance & Data Architecture
Intelegain established a secure D365 environment, strictly configuring role-based access controls (RBAC). They built a centralized consent management system to track patient opt-ins and data deletion requests, ensuring 100% GDPR compliance from the foundation up.
Phase 2: Journey Mapping for Patient Qualification
The marketing automation team designed specific nurture journeys based on trial requirements. When a patient expressed interest, D365 Marketing automatically triggered a sequence of educational emails and secure qualification surveys, filtering out unqualified candidates before they reached human coordinators.
Phase 3: Multi-Site Coordination & Rollout
Intelegain configured dashboards tailored for each of the 12 clinical trial sites. While the central team managed the global marketing journeys, local site coordinators could view qualified patients in real-time, completely eliminating the previous data silos and handoff delays.
Measurable Results
Faster Clinical Trial Enrollment
Clinical Sites Seamlessly Coordinated
GDPR-Compliant Automation Achieved
Data Silos Between Central & Local Teams
Project Details
Clariness GmbH
Germany
Healthcare
Dynamics 365 Marketing
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