Our client wanted a personalized marketing campaign that would provide relevant drug information to HCP targets through their preferred delivery channels. Additionally, our client wanted to ensure that the promotional spend level would achieve ROI targets for each HCP segment. This case study explains how we accomplished both of these client objectives, including exceeding their ROI goals, by using BioPharm’s data-driven approach to omnichannel marketing.
Norm Phillips, BioPharm EVP/Chief Marketing Officer, recently served as Chairman of the Omnichannel Digital Session at the 2019 eyeforpharma conference Philadelphia. In his opening presentation, Norm discussed that while the pharma/biotech industry has been conservative in its promotional approaches due to regulatory oversight by the FDA and other groups, it has significant advantages in omnichannel marketing vs. consumer products. Companies and brands who optimize these omnichannel opportunities will put themselves at a significant competitive advantage.
Drug access has become an increasingly important factor in selection of therapy by HCPs due to influence and restrictions from payers. Pharma and biotech marketers can utilize access data to promote their brands to HCPs, but this data is much more relevant and impactful if it is local to individual HCP practices. Learn how we combine local access data with relevant drug messaging to build personalized HCP campaigns, utilizing deployment channels for which the individual HCP has shown greatest historical affinity.