Building a patient campaign around endpoints that matter

Inflection Point

Our client, a biotech with an approved product, was fighting to grow brand share in a competitive market. Their differentiating efficacy data was the foundation of their newly-launched HCP campaign. Because patient hesitation was a key barrier to growing market share, our client wanted a new campaign that would highlight the same efficacy data for a patient audience.

How We Helped

We began with an initial research phase to understand patient reactions to the clinical data. We learned that while the data from the HCP campaign was unappealing for a patient audience, a different primary endpoint was extremely compelling to patients. That endpoint quickly became the centrepiece of our campaign.

Working iteratively, we launched an initial microsite, new media assets, and a rep-carried detail aid, getting the compelling data messaging to market in 12 weeks. In a second phase, we built out a more robust promotional campaign that highlighted real patient stories alongside the compelling clinical data, a revamped media strategy, and email lead capture capabilities.

The accompanying email marketing campaign engaged patients throughout the treatment-decision window, leveraging existing brand materials to educate patients on key elements of the treatment experience and side effect management.

Outcomes

The campaign was relatively quick-to-launch and cost effective due to our iterative approach and ability to leverage existing approved brand assets. In the second phase of the project, we helped the biotech launch their first-ever CRM program to build a direct relationship with patients and caregivers through the critical period of treatment decision-making.