Problem
In a cluttered disease category like diabetes, HCP marketers are struggling to get ‘face time’ with key customers via their field force efforts. A limited overall budget means that every tactic needs to work as hard as it can.
Solution
Create a non-personal promotion plan that incorporates all of the best that the medium has to offer to grown their trialist base, and convert to loyalty.
- Develop innovative eDetail modules that utilize gaming and rewards for information-based achievements vs. honoraria. Promote both through traditional recruitment efforts and 3rd party partnerships and HCP-endorsed social/community sites
- Develop a “Smart Site” that incorporates all brand collateral and promotional pieces, along with Consumer/patient education of offers that lives as the back-bone to the searches of the top HCP-resource directories.
- Customize HCP Brand Website to allow for deeper engagement and information served-up based on what the HCP is actually looking for, versus the other way around.
- Create a companion CRM program to integrate with the above efforts to build and strengthen relationships and continuously place the brand top-of-mind for appropriate treatment decisions
Results
- Built database of HCP names that encompassed over 50% of target market within 5 months
- Tracked via IMS Rx lift for the marketplace and for key deciles and showed significant Nrx and Trx lift
- Key customer feedback improved, call-center call re: dosing errors, etc went down 20% after 4 months of programs in the market
- Sales tracking reports showed growth both in vacant territories and exponential Rx growth in representative territories
Our Clients Say
"I have worked extensively with the team at M2 Worldwide. They are well-known experts in the field of professional and consumer relationship marketing, and have continually demonstrated a high degree of quality, customer focus and determination to complete every project to the highest standards in their industry. M2 Worldwide has always worked closely with our teams throughout the entire project process, ensuring optimized outcomes despite changes in the market environment or team personnel and objectives. They act as integral partners to the commercial teams, openly sharing and advocating use of strategic insights from project design through to implementation. Key metrics of persistency and adherence, along with metrics associated with program participation and loyalty, consistently demonstrate the positive outcomes of M2 Worldwide's work."
Director, Specialty Group Pfizer
"M2 Worldwide has made valuable contributions to our business. Their work is always based upon solid insights, and leads to actionable recommendations. Their expertise in international markets and Relationship Marketing is a unique mix. They are personal, expert and get great results."
Process Engineer, Novartis Pharmaceuticals
"I have the highest regard for my M2 team and the ultimate trust and respect. I can’t tell you how much we enjoy our relationship with you and count on your trusty counsel. Thank you so much for all that you do and how well you do it."
Brand Director, Auxilium
"When I work with M2 Worldwide, I am fully confident in their abilities to achieve the desired results, but more importantly, to do so in a way that supports the long term strategy for my brand. I enjoy working with M2 Worldwide as they consistently strive to deliver exactly what I am looking for, and to reach my vision. Their goal is to advance my brand, and they really have been an extension of my team."
Sr. Product Manager, TEVA/Barr Laboratories
"You guys ALWAYS bend over backwards helping out and being flexible with everything so I want to ensure you know I am just teasing - which is also another trait that makes it so fun/interesting to work with you. Having a sense of humor and being able to have some fun with this stuff, while at the same time doing great work is pretty scarce and it makes it all the more valuable when you have it"
Sr Product Manager Center Of Excellence, WYETH
"I have worked with M2 Worldwide on separate occasions and would highly recommend them to anyone looking for an expert in relationship marketing. M2 Worldwide's ability to leverage complex methodologies yet keep it simple in execution are a testament to their deep experience in their field.”
“M2 Worldwide's rich customer insights and unique approach to marketing made an indelible mark on our teams. They bring a great blend of solid experience and the ability to find new opportunities within traditional assignments. Their teams always provided materials that were well-received, and we have continued to use and learn from the work we did with M2WW, long after projects were completed.”
Director Interative Consumer Marketing, Sanofi-Aventis
