Drive Script Lift and Overcome Perceived Access Barriers
BUSINESS CHALLENGE
- Diabetes brand lagging in market share in highly competitive market
- Low awareness of new clinical long-term data
- Perceived access barriers
BIOPHARM SOLUTION
- Delivered appropriate clinical/formulary/savings information via unique in-campaign promotional response journeys
- Aligned to specific segments based on prescription behavior and market research
Approach
Unmissable Moments- Behavioral-Based Journeys using in-campaign promotional response data to determine next touch point
- Customized multichannel strategy utilizing direct mail, emails, and microsite
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Results
- Over 50% of targets engaged with a channel in the campaigns
- Digital Engagement (PLD Trackable = 12.7%)
- Print Engagement (Projected Survey = 46%)
1.9% Lift
18:1 ROI
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