Sustain High Brand Awareness in Heavily Competitive Market
BUSINESS CHALLENGE
- Highly competitive market required a need to sustain high brand awareness with priority clinicians
- Promotional reach and engagement were lagging with key targets
BIOPHARM SOLUTION
- Create a highly targeted and integrated multi-channel program utilizing BP TargetAds solution for premium brand exposure
- Deliver promotional messages to right targets with optimal frequency
- Leverage existing brand creative content to accelerate time to market
Approach
Multi-channel approach with email, cover wrap, and outsert promotion in high impact rheumatology journals with premium placement- eJournal: 6 email waves driving to 6-issue eJournal subscription to premium rheumatology journals/specific journals based on relevance to each target for maximum engagement (3,453 targets)
- Cover Wraps: 3-month run providing coordination and placement for increased visibility (4,793 targets)
- Direct Mail Outserts: Polybagged in 2 journals leveraging pre-approved "Peer-to-Peer Newsletter"
- Leveraged pre-approved asset with expedited speed to market – 1st outsert in market within 2 months
Results
AFTER 7 MONTHS
- Email average open rates 3x industry averages
- Unique email targets engaged 2x BioPharm averages with total unique email targets engaging at 21.3%
- Cover wrap & outserts average projected recall rate was 50%
16.9% Overall Lift
Contact Us
Let’s talk next steps.
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