PharmaForceIQ empowers life science teams with real-time, omnichannel solutions that deliver personalized engagement strategies and drive measurable impacts on HCP education. Dive into one recent partnership with an oncology medical affairs team designed to drive education and repeat website visits across multiple indications.

The situation

A medical affairs team at a large biotechnology company needed to increase target HCP education about specific oncology indications. They sought a compliant solution to reach HCPs with specific NPIs at an individual level across channels. However, they had a very limited budget.

The team came to PharmaForceIQ for strategic guidance and implementation of a solution to optimize spend and maximize engagement with providers across two indications.

The objectives

Understanding the team’s goals and limitations, the core objective was to drive target oncologists to a medical affairs microsite that houses informational mini-decks and infographics. To do so, PharmaForceIQ planned to use HCP channel, platform, and messaging preferences to build a dynamic media plan that drives traffic and optimizes spend across media tactics. Ultimately, we aimed to deliver a high frequency of engagement for target HCPs across multiple channels, maximizing a limited budget.

Our solution

PharmaForceIQ crafted a hyper-targeted, omnichannel approach to meet the client’s needs. Thus, the team:

  • Developed a digital media orchestration plan, leveraging PharmaForceIQ’s real-time, dynamic proprietary affinity data
  • Deployed personalized content to HCPs via real-time triggers through digital and personal channels across endemic display, programmatic, custom media, peer-to-peer, and email
  • Automated, AI-driven orchestrated sequences ran based on HCP engagements and non-engagements in triggered media

The results on HCP education

Impact: Within four months of launch, the majority of target oncologists were engaged so efficiently that they consistently returned to the medical affairs microsite for education. 

This solution drove real-time, measurable HCP activation with repeated engagement by the majority of target oncologists. This table showcases how effectively the campaign drove repeated engagement across both indications:

A chart detailing how this campaign effectively moved target HCPs from the awareness (one engagement) to the intent stage (3+ engagements with content)

 

Results from this personalized approach were striking within four months of launch. It engaged 65% of Indication 1 and 77% of Indication 2 target oncologists so efficiently that they consistently chose to return to the microsite for education.

See how your Medical Affairs team can build efficient omnichannel campaigns that drive more effective HCP engagement by reaching out to us today.