Drive Awareness of Brand’s Formulary Positioning

  • Misperception of managed care coverage of a hematology brand resulted in unexpectedly low market share
  • Need quick-to-market branded strategy to increase Rx
  • Ensure prescribers have confidence in brand access and commercial coverage
  • Communicate local coverage using practice-level access data
  • Individualize pull-through communications


  • Client-provided target file of 5K with 4 segments based on Rx behavior
  • BP conducted data analysis to determine formulary coverage at local level
  • Developed library of dynamic content creative assets featuring 4 different messages based on segment attributes, including: clinical messages, commercial coverage, patient support resources, and savings
  • Automation platform delivered personalized marketing by tailoring content to prescribers at local level
  • Components:
    - Tri-fold clinical newsletter and envelope
    - 4 emails
  • Mobilized quick-to-market campaign in 2 months, with a campaign length of 4 months


Program Surpassed Expectations

Email and direct mail engaged 56% of target audience (Email ~17% and Direct Mail ~39%)
3.9% Lift
4:1 ROI

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