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 HCP campaign was built on strong efficacy data — but patient hesitancy was also holding back 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 research to understand how patients responded to the clinical data. We learned that while the data anchoring the HCP campaign didn’t resonate with patients, a different primary endpoint did — powerfully. That endpoint became the foundation of our campaign.

Working iteratively, we launched an initial microsite, new media assets, and sales rep materials, 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, with a revamped media strategy and email sign-up to build a direct patient audience..

The accompanying email marketing campaign engaged patients throughout the treatment-decision window, building on 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 Customer Relationship Management program to build a direct relationship with patients and caregivers through the critical period of treatment decision-making.