BRAND DEVELOPMENT
CREATING DIFFERENTIATION
Client:
- Pharmaceutical company
Challenge:
- Maintain market share of a biosimilar in a price driven market with two new market entries.
Solution:
- Implementation of a Value-Added Service (VAS) proposition. Consisting of a Software Medical Device that provided clinicians a tool that analysed laboratory results and proposed dosing recommendations.
- Creation of a network of laboratories where the costs for analysis was reimbursed.
- Marketing materials created to support the customers desired method for consuming information; self-service vs in-person.
Outcomes:
- Maintained market share in priority accounts for 24-months longer than projected.
- Sales colleagues reported the VAS proposition was well received by clinicians.
- Representative-triggered email was the #1 engaged asset for 12-months.
DIGITAL SOLUTION
DELIVERING REACH & IMPACT
Client:
- Pharmaceutical company
Challenge:
- Launch a prescription medicine to a new clinical audience with no established relationship.
Solution:
- A 12-month engagement plan looking at available channels, their performance metrics and what business goals they look to support.
Outcomes:
- 80% of UK healthcare specialists reached with peer-to-peer created content in specially selected channel that enabled us to also create authentic content that resonated.
- Field teams had 6-months of representative -triggered emails at their fingertips that directed to a patient focused website. Average open rate >25% with click-through rate of >30%.
- Website developed with a focus on six patient case studies. Time on site >6 minutes, average pages viewed >3.
- Building e-permission database. Grew from 0 to 300 (representing 20% of UK clinical universe) within 4-months.
- Booth space attracting >400 visitors.
CHANGE MANAGEMENT
EMBEDDING DATA DRIVEN DECISION MAKING
Client:
- Pharmaceutical company
Challenge:
- Data wasn’t being regularly reviewed alongside brand strategy.
Solution:
- Creation of specific roles aligned to core brand teams to regularly review data, draw out insights and present in a consistent way that enable the cross-functional team to have informed conversations on performance indicators.
- Specialists had a range of templates to standardised the approach across the identified brands. It also enabled effective and timely monitoring as these individuals were solely responsible for this.
Outcomes:
- Net Promoter Score from brand teams was >9.
- Quicker identification of marketing content experimentation based on current performance data.
- Streamlining of marketing expenditure to focus on areas seeing desired traction and customer engagement.