Customer Experience Planning

Jakafi

Situation:

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  • Novel, oral oncology therapy
    in a new class that had with no
    treatments available
  • Brand in pre-launch commercial
    planning

Solution:

  • Develop a pre-launch and launch
    strategic plan for HCP’s and
    patients
  • Design an integrated customer
    experience to support launch
    of brand and company
  • Lead the development of CRM
    requirements to support
    customer experience strategy
    across sales, marketing, and
    medical
  • Assist in design and the oversight of
    the Incyte Cares, a comprehensive
    support program for patients and
    HCP’s

Results:

  • 1,000 HCP’s had written a script for
    at least 1 patient helping brand to
    exceed sales projections
  • Groundswell of HCP interest
    cultivated with pre-launch
    awareness (700 opt-in HCP’s at
    launch)
  • Brand awareness has risen from
    20% at launch to 87% in March (6
    months post)*
  • Positive customer experience
    feedback for brand and company
    post launch

HCP Multi-Channel Approach

Geodon

Situation:

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  • M2 provided MCM planning and
    support for eight Pfizer brands
  • Geodon elected to expand use of
    MCM to build share and establish
    a foundation for multi-channel
    marketing (MCM) support in
    anticipation of LOE
  • M2 worked with brand team to
    develop an integrated MCM
    strategy tailored to the needs of
    key physician segments

Solution:

  • Target key segments based on
    attitudes, behavior, and practice
    setting
  • Vary Messages by Segment focusing
    on proper dosing, appropriate
    patient profile, and proper use
  • Vary MCM channels by segment
    leveraging personal and remote
    interactions as well as self directed
    resources

Results:

Case-Studies-Photo-2

  • Target key segments based on
    attitudes, behavior, and practice
    setting
  • Vary Messages by Segment focusing
    on proper dosing, appropriate
    patient profile, and proper use
  • Vary MCM channels by segment
    leveraging personal and remote
    interactions as well as self directed
    resources

Addressing a Core Need for Patients and HCP’s

Situation:

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  • Mature Specialty brand facing new market entrants
  • HCP’s desired to improve adherence
  • HCP’s saw brand’s patient support resources as a disadvantage

Solution:

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  • Developed patient strategy consisting of a Copay Card and RM
    communications, to be offered through HCPs
  • Developed optimal offer forecast, ROI model, and ongoing
    measurement plan
  • Worked with specialty pharmacy partner to integrate data
    and analyze results over time

Results:

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  • Patients in program showing an increased average LOT
  • Field reported improved access with program
  • Brand’s share of Rx among HCP’s using the program increased
  • Projected ROI exceeds 5:1