Driving growth in a crowded market
Resource Type
- Generating an 8.4:1 ROI by focusing on reach and frequency of engagements with branded messaging
- Increase sales of growth product in crowded market
- Increase physician familiarity of clinically relevant brand messages
- Measure future intent to prescribe and model ROI
- Integrated campaign approach to drive reach and frequency
- of engagement among target physicians
Target Audience
Rheumatologists, Orthopedists, OB/GYN, and Primary Care Physicians in 11 key markets in Europe
Campaign Overview
Among target physicians exposed to branded messaging in identified priority markets
Performance Highlights
425,950
awareness touch points delivered with branded messaging
47,246
deep engagements delivered
2.9
engagement on average per physician
Key Behaviour Measures
Campaign positively impacted physician’s brand perception:
28%
in recall of online brand clinical messaging*
11%
in branded awareness*
85%
of specialists and 75% of PCPs were satisfied with the programme
55
of responders will begin or increase prescribing
+19%
in brand market share lift*
8.
ROI**: Independent 3rd party analysis demonstrated positive long-term ROI
*Qualitative study by a third party research vendor. February 2016.
Survey sample: n=102 Non-Participants and n=103 Participants
**3rd party analysis ROI assessment; July 2016.
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