Drive Awareness of Brand’s Formulary Positioning
BUSINESS CHALLENGE
- Misperception of managed care coverage of a hematology brand resulted in unexpectedly low market share
- Need quick-to-market branded strategy to increase Rx
BIOPHARM SOLUTION
- Ensure prescribers have confidence in brand access and commercial coverage
- Communicate local coverage using practice-level access data
- Individualize pull-through communications
Approach
- 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
Results
Program Surpassed Expectations
Email and direct mail engaged 56% of target audience (Email ~17% and Direct Mail ~39%)
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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