Problem
In a top five pharma company with a large diabetes franchise there was limited focus on each individual brand. The cluttered marketplace for diabetes direct-to-patient marketing creates one-size-fits-all offerings for everyone, while patients seek to be supported as unique individuals.
Solution
Create an integrated media offering that tailors unique content, tools and features to each person’s individual needs and interests.
- Analyze and evaluate competitive offerings from user perspectives to determine perceived value-adds vs. redundancies, determine any unique opportunities to build connections via either content areas or tools/services/channels
- Utilize Online ‘Buzz’ Metrics to understand patient-perspectives, needs, and most common jargon
- Develop DDMAC-approved process to survey enrollees with minimal invasion to determine custom program
- Develop Digital toolbox customizable to each patient with the ability to link out to a community-based networking site to build awareness for non-RX support activities such as exercise and depression support
- Employ geo-targeted tools to allow local-connections (awareness events, walking groups) for patients both online and offline within their communities
- Develop ‘home base’ brand portal that serves to showcase all available tools, content, video, social and advocacy site should patients ever seek to change preferences and/or refer-a-friend
- PR and HCP marketing efforts coordinated to support consumer launch of campaign with online 90-second video DR spots, rich media banners with enrollment functionality built-in, and more
Results
- Overwhelming response from both the patient and medical community at launch and dubbed as a brand that ‘finally gets me what I need-not what you think I need.’
- Opt-ins reached more than 30% of total patient population-a record for the company
- Adherence rates (how long people stay on medication) improved nearly 15% with additional revenue results, and a 3:1 ROI directly from these efforts
- Halo-effect benefits to overall Rx-Lift with HCP’s who were exposed to the program either by their sales representative, media efforts or their patients which lead to an additional value to the return on the original investment
Timing
6 months from start to finish
