Evolving Campaigns for Success
With grateful thanks to our sponsor
Judge’s Comments
This was an incredibly hard-fought category with little between the short-listed entries.
The key difference for the KITE CAR-T forum was its use of multiple, targeted content pieces to satisfy the HCP needs. It also evolved the programme across multiple elements to ensure omnichannel excellence and created a link with field-based staff.
Gurinder Bains, Head of Development, Lucid Group
Takeda’s multi-channel campaign developed during the pandemic wasn’t enough to challenge HCPs to ‘Aim for Zero’. It needed to evolve into an integrated omnichannel experience – informed by customer/patient insights. Carefully selected channels were employed to develop the new ‘Aim for Zero’ campaign, using a range of formats and content.
With patients and HCPs front of mind, the whole campaign was fundamentally transformed from a static to multifaceted engagement experience for different audiences on multiple platforms, using innovative methods. This true omnichannel approach has allowed tailored discussions that challenge HCPs to aim for zero attacks in a broader range of patients.
This campaign was designed to reach as many physicians in the IPF & PPF community as possible. The Resource Centre launched in February 2020 and remains live today. Total engagement since launch:
– 8,688 unique doctors
– 30,573 campaign visits
– Average dwell time of 5 minutes 49 seconds per doctor
– 3.5 average return rate
A close working relationship between M3 and Boehringer Ingelheim has been key to the success of the campaign.
‘Our partnership with Doctors.net over the years has been invaluable and an integral part in our communications with our customers. Despite the ILD community being small, the Resource Centre has shown sustained growth and engagement highlighting the importance and need of the website.’
– Kate Wagstaff, ILD Brand Manager, Boehringer Ingelheim
Through mapping the different selling scenarios and embedding behavioural science (B-Sci) we enhanced an existing linear digital sales aid (DSA) to create a new, more impactful DSA that can be adapted and personalised to unlock a sale in every call.
This new DSA was built on the Veeva CLM platform and facilitated:
• Personalised engagement
• Furthering of healthcare professionals up the adoption ladder
• Continued conversation post-call
The new DSA was adopted by all 12 key EU markets, is used in 12% of sales calls (targeted 5%) and the B-Sci analysis has demonstrated increased psychological effectiveness from 29% to 65%.
M3 and Bayer evolved a multi-indication digital hub for Xarelto® to inform and educate doctors when treating and prescribing for cardiovascular disease, hosted on Doctors.net.uk. The hub launched on 14th February 2020 and is still live and promoting today with results as follows:
– 11,903 unique doctors since launch on 14th February
– 45,530 campaign visits
– 5 minutes 30 seconds per doctor (1,089 hours, 49 mins and 55 secs in total)
– 3.8 average return per doctor
M3 wrote and designed every piece of content. Due to the longevity of the campaign, Bayer now feel comfortable to start asking for ePermission consent via the Hub and other Xarelto content.
