PharmaForceIQ empowers teams with a real-time engagement platform built specifically for life sciences, giving you an unfair advantage in reaching and engaging customers. See one example of pharma optichannel campaign results from a partnership with an oncology brand team to drive engagement and revenue quickly when launching a new targeted therapy.
The situation
A brand team was launching a second-to-market cancer treatment and wanted to establish share of voice and capture Rx market share among oncologists.
The team came to PFIQ for strategic guidance and implementation of a cutting-edge approach to optimize spend and maximize impact considering multiple challenges. The therapy had no significant clinical or commercial advantages over the incumbent. Moreover, due to the small patient population of the indication, the client had a tight budget and limited rep capacity allocated to the brand.
The campaign objectives
Understanding the team’s goals and limitations, the core objective was to efficiently drive brand awareness across 15,000 target oncologists, including those prescribing the competitor. PFIQ planned to:
- Deliver a high frequency of engagement with HCPs
- Utilize data on HCPs who tested patients and patients with the driver mutation
- Deploy messages about the brand at the right time to HCPs before treatment decisions were made
Our optichannel solution
PFIQ crafted a hyper-targeted, optichannel approach to meet the client’s needs and achieve this:
- Campaign was developed around lab triggers (mutation tests) and claims data triggers (ICD-10 codes and other identifiers)
- Real-time optichannel deployments were coordinated across rep and digital touchpoints
- Automated deployments using key channels: endemic display, email journeys, EHR, custom media, and Veeva
- Personalized next-best-action sequences were crafted based on dynamic affinity data for target oncologists
- Individualized sequences were optimized in real time based on HCP engagements and non-engagement
The campaign results
Impact: PharmaForceIQ engaged 40% of target HCPs and drove 22% NRx lift over 12 months.
This solution drove real-time, measurable HCP activation with repeated engagement by the majority of target oncologists. This chart showcases how effectively the campaign performed:
The optichannel campaign results showed measurable outperformance of industry standards on HCP engagement and script lift share after launch. PFIQ engaged 40% of target HCPs, or more than double the industry standard, and Rx share per month for a second-to-market brand was 1.9x double industry standard. There were over 27,000 brand touchpoints, and more than 1,300 HCPs were identified beyond the target list for engagement. 66% of year one scripts could be tracked back to PFIQ triggers.
See another marketing case study in this Fierce Pharma article.
See how you can build highly efficient pharma optichannel campaigns that drive more effective HCP engagement by reaching out to us today.