Multiple Myeloma

Multi-Channel Campaign

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Healthcare Providers targeted

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Open Rate with Sales Rep Triggered Emails

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growth in physician retention when integrating Salesforce with Non-Personal Promotion

Challenge

A multi-brand pharmaceutical company was looking for a solution to address healthcare providers and physicians at a time when technology adoption was driving the consumption of content through emerging digital channels. At the same time, competitors were investing heavily in search and display, as well as investin...

Challenge

A multi-brand pharmaceutical company was looking for a solution to address healthcare providers and physicians at a time when technology adoption was driving the consumption of content through emerging digital channels. At the same time, competitors were investing heavily in search and display, as well as investing in social media, dedicated portals and mobile-optimized sites.

Solution

Dentsu health designed an integrated campaign strategy based on competitive analysis and industry insights on the channels used by healthcare providers to ensure that personal promotion and digital promotion coexisted, rather than competed with each other. Our integrated team designed a platform that enabled sales ...

Solution

Dentsu health designed an integrated campaign strategy based on competitive analysis and industry insights on the channels used by healthcare providers to ensure that personal promotion and digital promotion coexisted, rather than competed with each other. Our integrated team designed a platform that enabled sales reps to trigger emails for pre-defined CRM target segments to increase physician retention. The platform underpinned a multi-channel communication strategy based on the anticipated mindset of various target audiences.

Results

After targeting 9,000 healthcare professionals, the campaign accelerated the awareness of this pharmaceutical company’s Multiple Myeloma product and drove interest in early trials, ultimately generating a 0.60% incremental Rx growth in less than 6 months.

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Dentsu health is transforming the healthcare agency services model through a global teaming platform of 2,000+ health experts and supporting teams of over 60,000 industry leading functional professionals. Across our global agency brands, specialist agencies and open ecosystem of external partners, we specialize in health, wellness and pharmaceutical marketing.  

Dentsu health unites leadership in data and technology with a deep understanding of the emotional territory of healthcare. We equip brands to connect with the right audience at the right moment, but always with ideas that speak to the heart.