Whole Office Approach
BUSINESS CHALLENGE
- Expand awareness to new audiences, Office Practice Managers (OPMs), that can influence HCP decision-makers
BIOPHARM SOLUTION
- Whole-Office Approach: targeted a variety of influencers in physician’s office
- Leveraged a combination of 2 channels to drive deeper reach & engagement across targets
- Supplied brand managers with recommendations and insights by taking a deep dive into engagement data
Approach
- Target file included multiple job functions at physician’s office (titles aligned to cardiologists + PCPs)
- Billing & Reimbursement Specialists
- Office Managers
- Dieticians
- Medical Office Secretaries
- Office Technicians
- Leverage proprietary AccessAlertTM program to educate OPMs on brand benefits and methods of access & acquisition
- BP creative content strategy: incorporated light claims information including benefit coverage, methods of acquisition, and patient access
- Components
- Email: 3-wave journey-based cadence (3 unique creatives developed by BioPharm)
- Digital Display: (2) client-supplied, branded banners
- Digital assets drive users to brand site
Results
- Campaign exceeded scoped engagement goals and had strong click-through activity
- Email CTRs ranged from 3.1%-14.3% showing deep engagement across multiple CTAs
- Identified super engagers by title for future retargeting campaigns: "Dietary Directors" had a 23.3% total open rate and a 42.8% CTR
- Campaign analysis yielded valuable insights that the brand team leveraged to develop more effective methodologies for future marketing campaigns
“BioPharm stole our heart today”
Client QuoteContact Us
Let’s talk next steps.
Interested in connecting or learning more about our solutions? Drop us a line!