Leverage a Well-Known KOL/Repurpose Content to Get to Market Quickly
BUSINESS CHALLENGE
- Neurology brand was lagging in awareness of appropriate patient types in highly competitive market
- Needed to get in market quickly
- Wanted a more clinical campaign
BIOPHARM SOLUTION
- Leverage existing KOL video from well-known and respected neurologist
- Drive interest and engagement with proprietary “Patient Case Insights” to give assets a clinical look and feel
- Save significant time by avoiding onboarding and contracting a new KOL
Approach
- Educate HCPs on the appropriate patient types through targeted, case-based KOL campaign
- Repurpose video by pulling commentary to create additional assets
- Clinical newsletter, envelope and BRC
- 3 emails with additional sends for 6 email touchpoints
- 3 banner ads that drove to video
- Microsite to house video and KOL bio
- Because commentary had previously been through MLR, assets were approved in under 30 days
Results
- Program surpassed expectation with 12,679 total engagements upon campaign completion.
- 12,679 total engagements vs 7,062 scoped engagements
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