Disease Awareness and Conversion program – Global Pharma

Background/Problem:

A Global team for one of the most well known pharmaceutical brands in the world had developed and launched a pan-European Direct to Consumer Awareness campaign. The campaign had both an awareness building component and a call-to-action (for more information call a toll-free phone number or reply via a BRC). There was however, no planned method of responding to leads nor were there resources in place to develop and execute any Relationship Marketing tactics within in each country.

Solution:

• M2WW develop and implemented a strategic approach for profiling, messaging, and motivating patients to request the drug from physicians.
• We conducted a global Agency of Record (AOR) search and Identified and obtained resources (IT and Personnel) to begin identifying and leveraging the growing number database leads.
• Once the process was operating smoothly, we selected a the pilot country (the UK) and developed simple and measurable goals as proof of concept
• A database/campaign management tools/Reporting scheme was developed
• A Global strategy was established as well as:
• Agency partners identified and hired
• Message and Contact strategies implemented
• Multiple waves of targeted communications fielded

Results:

• All major countries trained via a series of proprietary RM workshops, afterwards the countries were able to both deploy and manage the programs themselves ensuring that the corporate strategies were followed
• The infrastructure was developed and deployed in over 10 major markets worldwide
• Flawless execution and positive ROI were completed and the program was rolled out to most countries

Timing: