PharmaForceIQ empowers biopharma teams with the only real-time, optichannel engagement platform built specifically for life sciences. Learn about one recent initiative where we partnered with a client to proactively offset field vacancies and successfully maintain brand momentum through a focused NPP campaign.
Situation
Our client brand faced a critical commercial challenge: driving new prescription volume in key metro areas where physical sales presence was either limited or non-existent. Without in-person engagement, or when an upcoming multi-month personnel gap was expected, the brand would struggle to break through and engage HCPs with traditional models. This created a significant coverage gap that stymied territory momentum, hindered growth, and limited the potential pool of prescribers.Â
Objectives
The brand needed a high-impact digital-first strategy to offset vacancies and expected decreases in rep engagement, so we aimed to:Â
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- Successfully engage targeted HCPs using only digital tactics in the target metro areas
- Achieve high reach and frequency, with an engagement rate significantly higher than benchmarks to compensate for the lack of field touchpoints
- Drive growth by engaging prospects that were going untouched by the limited field force
Our solution
We crafted an optichannel solution that would reduce friction and effectively perform as the primary commercial engine in the absence of a field force:
- We designed a proactive, high-frequency digital optichannel campaign to saturate the no-rep geographiesÂ
- Based on proprietary affinity data, we deployed hyper-personalized digital content on the optimal channel mix for these audiences (endemic display, email, programmatic, and EHR) to maximize every engagementÂ
- After a successful initial pilot in 1 territory, we replicated the model across 5 other territories with current or upcoming field vacancies
The results
Within three months, we helped bridge a core commercial gap: driving high NPP engagement and measurable new script volume where field force coverage was absent.
in unique prescribers
The campaign successfully engaged 92% of the targeted HCPs using digital tactics. Crucially, the quality of these interactions was high, with engagement rates across channels reaching 203% higher than industry benchmarks. By achieving such successful and comprehensive reach, we ensured the brand message was delivered consistently.Â
This targeted saturation on the optimal channels for these target audiences was key to driving prescribers that the brand could not access otherwise. We drove a 41% increase in unique prescribers in the target territories. Most were net new and had not prescribed the brand in the prior three months, and 40% had not prescribed in the prior 12 months.
Traditional digital campaigns often fail in no-rep territories because they lack the intelligence and automation needed to increase frequency and tailor content to compensate for the absence of personal interaction. Our platform provided the client with the ability to scale digital immediately – and see measurable results within one quarter.