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OVERVIEWFounded in 1996, Avella Specialty Pharmacy is a nationally accredited dispensing pharmacy of medications for high-cost medical issues. Avella grew quickly and in 2015 landed on the Inc. 5000 list after experiencing 142 percent growth over the previous three years. This nationally accredited company has now become one of the nation’s leading and most respected specialty pharmacies with over $1 billion in annual revenue.

But its leadership hasn’t come without growing pains. In this fast-changing, highly regulated industry, accuracy counts. New and improved medications and new and revised regulations all required marketing and sales tools to be continuously updated and made available to sales, operations, and executive teams—which was often easier said than done.

THE BACK STORYAvella pharmacists provide high-touch involvement and support for patients with high-cost diseases. Supportive practices include ongoing patient support/follow-up, financial assistance, assistance with insurance benefits, and so on.

But change in this industry comes quickly and constantly. New and improved drugs, new and revised regulations, and other changes require marketing and sales content—videos, white papers, presentations, guides, etc.—to be continuously produced and updated to ensure they’re available, accessible, and accurate. While Avella already had an award-winning inbound and content marketing program, they were looking for ways to easily extend that strategy out to their sales team’s interactions with customers and prospects. Additionally, they were often unable to make content available and accessible on demand when users needed it most. There were also issues around knowing which version was the latest and most accurate one.

“Our sales and executive teams rely heavily on the content we produce, as well as any external content that we pipe in, to prepare their presentations,” explained marketing specialist Emily Masline. “There just wasn’t a fast and easy way for them to search for and locate the right content.”

Fast-Growing Pharmaceutical Company Centralizes Content for Better Control and Utilization

Headquartered in Phoenix, AZ, Avella Specialty Pharmacy has 500 employees in 12 locations across eight states.

CHALLENGES• Ensuring accurate materials in a

fast-changing, highly regulated industry.

• Sharing information between and within teams and customers.

• Finding the right content when needed.

• Tracking which content sales reps were using.

• Easily managing permission-based access to sensitive content.

RESULTS• 50% of sales team adopted

Allbound in the first two weeks.• More than 90% of the sales team

actively use Allbound today.• More than 150 content pieces live on

the site, with up to 30 more added each month.

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Copyright 2016, Allbound, Inc. 111 W. Monroe, Suite 603 // Phoenix, AZ 85003 // 480.685.5470 // Allbound.com

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It quickly became clear that everyone was spending a lot of time searching multiple places for content, taking valuable time away from Avella’s core business. It also became clear that it was time for a change.

“When we talk about growth, we talk about how we can grow as efficiently and cost effectively as possible,” says Todd Speranzo, vice president of marketing at Avella. “So we think about how we can grow through technology instead of headcount.” But, it’s not just about selecting the vendor with the best solution.

“When we consider vendors, we don’t just look at their product. We look at their business and their growth strategy,” explained Speranzo. “We liked Allbound’s story and trajectory, and felt they were a good fit for us, not only now but as our business grows and expands.”

THE SOLUTIONWith Allbound, Avella was able to easily align sales reps to its content strategy based on the way they access and use content. They built a centralized content system, using the Allbound software platform, that’s easily accessible by its geographically dispersed sales reps, its Marketing team, the executive team, and other mission-critical employees. Content can be built by Marketing, and then easily be made accessible through the Allbound platform and updated with ease.

When a sales rep or executive needs specific content for a customer or presentation or their own knowledge, they simply access Allbound and search for the latest, most accurate version they need. Content visibility can also be set so specific information is secured and only available for use by specific groups, too.

“Because we’re expanding quickly, Allbound opened the door for us to have a direct line of communication with sales reps,” reports Masline. “We could roll out materials, get feedback, and update them while bringing a new level of professionalism to our marketing.” What’s more, Avella can now track who is using Allbound and what content they’re accessing. If, for some reason, individual sales reps are not using Allbound effectively, Avella will provide additional guidance and training to help them increase their success. Or if reps are consistently using some content while others sit idle, the marketing team can mark

the idle content for deletion while prioritizing updates to high-usage content.

Finally, Avella found that Allbound serves another previously unanticipated use: it can help bring new reps up to speed fast.

RESULTSMasline believes that the Allbound platform has more than lived up to expectations. “We incorporated Allbound right into our workflow and are consistently surprised by how much easier and more accurate the content lifecycle is,” she said. She also reports that:

• More than 90% of our sales staff actively use Allbound.• 50% of the sales team adopted Allbound within first two

weeks of launch.• More than 400 unique user actions in the first month

following launch.• More than 150 content pieces live on the site with as

many as 30 pieces added each month.• There are significantly fewer requests for presentations,

industry reports and copies of marketing material to be sent on an individual basis.

“We could scale faster and solve multiple challenges with Allbound, so it was an easy decision for us to make...and it’s a decision we’d make again.”

Todd Speranzo Vice President of Marketing, Avella

Copyright 2016, Allbound, Inc. 111 W. Monroe, Suite 603 // Phoenix, AZ 85003 // 480.685.5470 // Allbound.com

• Centralize sales and marketing content in one place for easy access.

• Cut number of requests for marketing and sales material, saving time.

• Deliver content in a more intuitive way for faster, easier searching.

• Track content usage and performance to see what’s working and what’s not.

• Segment content by groups for easier access and improved security and compliance.

• Aggregate relevant external content to better control the brand and message.

• Streamline workflows for increased accuracy and professionalism.

With Allbound, Avella was able to: