There were 2 issues: In today’s environment, HCPs are bombarded by messages—very few of which are based on their individual specialties and needs. Our client needed to do better. Further, market research shows that 1 in 4 onco-hematologists do not discuss hematopoietic cell transplant (HCT) with their patients who have multiple myeloma. Why? Fear of losing patients to transplant centers, consideration of alternative therapies, and lack of access to educational resources. We had to cut through the clutter and raise awareness of the benefits of early consultation to transplant.
We needed to ensure that we were delivering the right message and content, to the right HCP, at the right time—the time when they would be most receptive.
Harnessing geo-targeting and channel optimization, we developed a hyper-targeted, nonpersonal promotion campaign. We emphasized the patient benefits of early consultation, with messaging and assets rooted in guidelines and substantiated by research. Tactics integrated email, paid search, display advertising, and video, all driving appropriate HCPs to a self-service website for maximum return on investment.
Our channel-integrated approach resulted in the email campaign achieving our target open rates, paid advertising (digital display, paid search, and promotional emails) driving 75% of website visits, and website traffic increasing month-over-month after the launch of the program.