PharmaForceIQ empowers teams with a real-time engagement platform built specifically for life sciences, giving you an unfair advantage in reaching and engaging customers. Learn about one recent campaign where we partnered with a brand team to achieve remarkable launch results in a second-line therapy.
The situation
A brand team launching a second-line therapy in a rare oncology indication needed to engage the right audiences and supplement a small field force. There wasn’t one ICD-10 code, and standard real-world media triggers for provider activation like labs and claims data lag in 2L therapies. This complicates engaging HCPs at the right time before treatment decisions are made. The team came to us for a strategic solution that could drive launch success in this complex scenario.
The objectives
The core goal was to drive brand awareness of a new therapy, particularly among specialists at the right time before 2L treatment decisions were made. With complicated timing, the team sought unique targeting models to effectively engage in this right moment.
Our solution
We crafted a hyper-targeted, optichannel approach with sophisticated targeting with:
- Complex business rules to identify specific HCPs and trigger content deployment, like mutation test results
- A predictive targeting model, informed by historical data, with inclusion and exclusion criteria to predict when a patient is likely to progress from 1L to 2L in the next 3 months and proactively engage audiences
- Data layered in to incorporate HCPs who engaged via other sources, such as events, PPC, search behavior, and the brand’s always-on campaign
- Triggered content deployments in real time across channels including email, EHR, Veeva, endemic display, and custom media
- Orchestrated next-best-action (NBA) sequences for HCPs, based on both engagements and non-engagements
The results
We drove real-time, measurable HCP activation with rapid impacts on script lift. Year one revenue was triple launch forecast, and 60% of unique prescribers tracked back to this campaign. 59% of HCPs engaged on one or more channels, and on average, it took 6 engagements prior to a script.
We also successfully harmonized marketing and field to deepen impact and drive scripts on and beyond the target list. 57% of prescribers engaged via both personal and nonpersonal, with only 13% of prescribers engaging solely via field teams. 30% of prescribers engaged only on digital, making it a critical element to complement and support launch success for a brand with a small field force.
