Problem
A U.S. based pharma company (co-promote brand) was aiming to build a strong foundation to increase conversion and retention of key patient groups in the highly competitive biological market. The total number of patients suffering from the indicated condition was 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 the plan, eleven agencies were working hand to hand with the brand team to develop new programs, despite the fact that there were more than thirty programs running simultaneously.
Analysis
Our analysis identified the following gaps:
- Lack of integration between agencies partners
- No key understanding of consumer needs
- No one actionable database or data collection plan (there were more than five different databases prior to program development)
- No foundation for growth
Solution
M2 Worldwide 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)
- Redefine the data collection process
- Develop a measurable acquisition and conversion plan based on key segments identified in global segmentation study and data sources
- Identifiy 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 flexible and consistent database that allowed the brand team and partner agencies to clearly understand and communicate with patients, caregivers, and healthcare professionals
- A relationship marketing plan based on a measurable, scalable, and consistent process across all tactics
- Marketing spend allocation 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 client's investment was more than three times M2 Worldwide's fees
Timing
Less than one year for full implementation and analysis.
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
