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The stats

9000

Healthcare Providers targeted

2x/3x

Open Rate with Sales Rep Triggered Emails

Demonstrated 16%

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 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 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.