RESPIRATORY & DERMATOLOGY
CHALLENGE
Telehealth campaign to drive brand awareness, patient acquisition and Rx lift in treating asthma, atopic dermatitis – (eczema) and chronic sinusitis (nasal polyps).
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Drive awareness of Dupixent as category leader, and the #1 biologic in treating uncontrolled chronic sinusitus with nasal polyps, in patients suffering with uncontrolled asthma, and patients with atopic dermatitis – eczema
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Expand reach and communication opportunities to connect with multicultural audiences
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Deliver an industry leading patient experience, communicating long-term benefits that drives brand loyalty
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Explore to deliver engagement through high-impact placements, communicate the transformative native of Dupixent through patient stories
SOLUTION
Create three individual campaigns targeting nasal polyps, atopic dermatitis, and asthma patient audiences.
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Individual condition and treatment mapped via keywords and phrases entered by patient prospects
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Pre-visit (intake) media placement
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Waiting room media placement utilizing standard IAB display banner units and video
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Post-visit media placement
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Roadblock competition for 100% SOV at critical moments during patient engagement
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Creative assets customized for three conditions
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Varying creative messaging within each campaign to provide an opportunity for A/B ad effectiveness testing.
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Geotargeting provides opportunities for campaign delivery optimization
RESULTS
TRx: +24.7%
NRx: +6%
New Patients: +14.3%
TRx, NRx Analysis, New Patients percentages compare volume lift Jan. - Jun. 2021 to the Populus campaign flight Jan. - Jun. 2022, exposed audience to non-exposed audience.
Estimated ROI: 7:1
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Contactless option provided an alternate and safer way to engage with brand education and content
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Provided an advantage over the competition at the doctor’s virtual care visit with multiple touchpoints during critical moments of decision making
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Accomplished 100% SOV throughout engagement through relevant category page takeovers
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Average ad engagement (i.e. when creative is displayed and viewable) is 90%
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Provided opportunity to distribute educational resources and support-based content to patients at the critical moment of care
PAIN
CHALLENGE
Provide Telehealth solution for brand awareness in women between 25-49 years of age suffering from migraine headaches.
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Promote a monthly injectable medication used to prevent and treat migraine headaches
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Activate chronic episodic patients
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Activate migraine patients that are currently treating or have previously treated condition using triptans and/or beta-blockers
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Develop an increase in brand awareness and audience engagement
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Maximize first view and site/page takeover opportunities
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Focus on capturing patient’s attention while standing out from the crowd by aligning with key moments
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Explore test and learn opportunities to identify and focus on key audiences
SOLUTION
Deploy display banner and video campaign targeting patients suffering from migraine headaches.
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Drive heightened doctor / patient engagement via promotional messaging strategically placed throughout virtual care and treatment research.
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Channel targets mapped via keywords and phrases entered by patient prospect
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Pre-visit (intake) media placement
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Waiting room media placement utilizing standard IAB display banner units and video
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Post-visit media placement
RESULTS
TRx: +150% | NRx: +76% New Patients: +10%
TRx, NRx Analysis, New Patients percentages compare volume lift Jan. – Dec. 2020 to the Populus campaign flight Jan. – Dec. 2021, exposed audience to non-exposed audience.
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Connected patient & health care provider in influenced media landscape
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Achieved 100% SOV dominance, blunting competition through securing HCP office and retail pharmacy exclusivity or specific category/condition exclusivity
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Garnered multiple promotional touchpoints with patients within each respective office and retail pharmacy through multiscreen / tactic opportunities
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Provided opportunity to distribute educational resources and support-based content to patients at the point of care for at home use
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Multi-year extended campaign
TYPE2 DIABETES
CHALLENGE
Activate telehealth communication and engagement campaign with patients seeking treatment of Type 2 Diabetes.
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Become the preferred injectable therapy for appropriate adult patients with Type 2 Diabetes
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Drive heightened doctor/patient engagement via promotional messaging strategically placed throughout the virtual care experience
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Achieve promotional SOV dominance
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Garner multiple promotional touchpoints with patients within each respective virtual office through multiscreen/tactic opportunities
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Provide opportunity to distribute educational resources and support-based content to patients at the virtual point of care for at home use
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Reach Hispanic population/ engagement strategy
SOLUTION
Deploy display banner and video campaign on partner sites targeting patients and caregivers in Type 2 diabetes care and management.
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Channel targets mapped via keywords and phrases entered by patient prospect
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Pre-visit (intake) media placement
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Waiting room media placement utilizing standard IAB display banner units and video
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Post-visit media placement
RESULTS
NRx: +90%
New Patients: +72%
NRx Analysis, New Patients percentages compare volume lift Jan. - Jun. 2021 to the Populus campaign flight Jan. - Jun. 2022, exposed audience to non-exposed audience.
Estimated ROI: 3.6:1
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Accomplished 100% SOV throughout engagement through relative category page takeovers
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92% average viewer engagement rate (i.e. when creative is displayed and viewable) on display campaign
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Connected patient & health care provider to innovative solution on emerging platform
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Created opportunity for distribution of educational resources to patients at for at home use
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Provided opportunity for ongoing outreach and connection to Type 2 diabetes (and pre-diabetes patients) of educational resources to patients for consideration and home use
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Average session duration 3 minutes 30 seconds
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Recurring annual campaign
TELEHEALTH WOMEN'S HEALTH
CHALLENGE
Launch New Brand in Crowded Market During Global Pandemic.
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Target audience perception that non hormonal therapy is less effective than hormonal therapy
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Perceived as less accessible than OTC products
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Low to no HCP and Consumer awareness for product efficaciousness and brand
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Target audience visits their HCP infrequently
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Global COVID-19 pandemic significantly decreases ability to facilitate in-person exams, sales calls and willingness to make changes to existing behavior
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Due to limitations as a result of COVID-19, brand needed to drive at least 50% of all prescriptions through digital means
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Efficacy dependent on correct use each and every time a woman has sex
SOLUTION
Create New Engagement Process Leading to Immediate Physician Consult Through Telehealth.
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Leverage Custom Connect as first-to-market telehealth-based engagement platform, allowing consumers to be connected directly to a physician consult by clicking on an advertisement or link upon owned media platforms
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Integrate advertising and awareness in existing telehealth consult platforms
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Precise behavioral-based targeting strategy
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Supported by a “surround sound” plan at launch with Paid Search, Paid Social, Endemic & Programmatic Display, Emails, and HCP Conference support
RESULTS
Exceeding Sales Goals & Maximizing Reach and Frequency Among HCPs and Consumers.
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Allowed organization to pivot quickly through new method of product launch
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Exceeded goals by driving over 55% of all prescriptions through telehealth platform in the first two months
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75% of consumers seeing the digital advertising moved through process to speak to the HCP
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Provided ability for consumers to get a prescription within minutes
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Created a fast-start launch and came out of the gate incredibly strong
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Utilized geo-tagging to demonstrate immediate results through written scripts
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Telehealth launch approach is recognized as one of the most successful tactics the brand team has ever done
DERMATOLOGY & PODIATRY
CHALLENGE
Telehealth campaign to reach podiatrists and dermatologists in treating patients with toe fungus.
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Activate telehealth communication and engagement with dermatologists and podiatrists
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Provide immediate, private and convenient solution for patients suffering from toenail fungus
SOLUTION
Created telehealth patient portal highlighting immediacy of HCP availability.
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Enhanced website architecture to enable multiple Custom Care pathway entry points at every stage of the consumer’s visit, including navigation menu, content areas and site navigator/chat bot responses
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Supported by an omnichannel strategy including programmatic display, video and audio
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Tracking tags provided insight into the most effective strategies for site visitation, Custom Care portal traffic optimizations, patient bookings, and new Jublia patients and prescriptions
RESULTS
Achieved 19% success rate of all Custom Care path visitors - new patient conversions.
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Achieved 62% prequalified patient conversions from Custom Care path visitors
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Achieved 98% booked patients to new prescription conversions
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Provided brand new opportunities for consumer engagement on creative messaging and digital call to action across tactics
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Optimization efforts and campaign insights provided outline for new digital platform development including organic and paid social, and cost-per-click (PPC) strategies
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Provided vehicle for consumers to obtain a Jublia prescription within minutes
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Remarketing efforts provide ongoing touchpoints for new patient acquisition
IN-PERSON WOMEN'S HEALTH
CHALLENGE
Provide engagement solution for traditional In-office consultations in client’s IUD treatment.
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Multiple office visits are often requited for implantable IUD treatments
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Significant patient drop-off after initial in-office visit leading to missed opportunities in patient acquisition
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Patients visiting HCP who are unfamiliar with brand’s product, Kyleena
SOLUTION
Developed telehealth portal to pre-qualify new patient prospects and schedule consultations with brand-friendly physicians.
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Customized user experience to maximize engagement and excitement over product
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Provided geo-targeted appointment calendar and scheduler with local HCPs to improve efficiencies in patient-doctor appointments
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Integrated list of HCPs experienced with using Kyleena and prioritized this list for top-ranking search results
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Provided multiple static touch points on brand’s website for Populus widget and portal integration
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Stressed CTA for immediacy of physician’s availability
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Promotional efforts in Kyleena’s omnichannel strategy included paid search, paid social, cost-per-click (PPC) programmatic display, emails, and retargeting. UTM tracking enabled granular measurement of platform and messaging efficacy and influenced campaign optimizations.
RESULTS
Achieved 32% Kyleena prequalified patient conversions and 45% growth of prequalified patients in 12 months of campaign launch.
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Improved efficiencies in pre-qualifying new patient candidates lead to 27% of all Custom Care path visitors successfully completing the questionnaire and scheduling a consultation with a Kyleena-preferred HCP
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Call-tracking provided additional measurement of campaign effectiveness with in-office visitations
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SMS survey to booked patient group provided additional insight into current status, consideration and confirmation of the procedure
