Innovative Consumer Relationship Marketing Program in the USA

Background/problem

A US based Pharma company was aiming to build a strong foundation to increase conversion and retention of key patient groups in a highly competitive market (biological). Total number of patients suffering from indicated condition is low (n= less than 15,000) in a billion dollar per year category.

M2 WorldWide was hired to develop a strategic and measurable Relationship Marketing Plan that would provide the best solution under restrictions of a low budget and short timetable. While working to develop an RM plan, eleven agencies were working hand to hand with the brand team to develop new programs, despite the fact that there were more than 30 programs running simultaneously.

Our analysis identified the following gaps:

  1. Lack of integration between agencies partners
  2. No key understanding of consumer needs
  3. No one actionable database or data collection plan (there were more than five different databases prior to program development)
  4. No foundation for growth

Our Solution:

M2 WorldWide quickly gathered the appropriate resources and quickly developed an approach that allowed us to:

  • Analyze key business drivers including consumer market research, program effectiveness and competitive activities (focusing on the identification of key messages, objectives, target audience, frequency and channels)
  • Re-define the Data Collection Process
  • Develop a measurable acquisition and conversion plan based on key segments identified in Global Segmentation Study and data sources
  • Identified additional communication gaps between HCP's and its patient population

Results:

M2 WorldWide accomplished brand team's goals by developing a strong foundation to allow growth in sales:

  • A consistent database that allowed the brand team and partner agencies to clearly understand and communicate with patients, caregivers, and healthcare professionals
  • An RM plan based on a measurable, scalable, and consistent process across all tactics
  • Marketing spend allocation was optimized and tactics adjusted accordingly
  • Ineffective programs were terminated (as were ineffective partners)
  • The RM plan provided a strong foundation for their new product launch
  • Return on the clients investment easily covered our fees


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