Delivering Omnichannel Transformation

Situation

A top-10 pharma company’s medical affairs team wanted to set a new standard for medical affairs, with innovation at the heart. Working on a launch in a crowded therapeutic area, our teams also sought to address the decline of engagement levels within the target audience over the years. HCG began by assessing and updating legacy HCP segments and assets within the therapeutic space.

Strategy

Our team worked closely with the cross-functional client team to establish a comprehensive omnichannel strategy and operational plan. We workshopped distinct customer journeys for each HCP segment and developed prioritized resources. This led to more effective and impactful engagement with our target HCPS. We developed interactive educational resources which were deployed within different channels including: congresses, online, in the field, and third-party distribution. We pioneered the use of digital opinion leaders (DOLs), with this being the first use of DOLs by the company and within the industry. First-of-their-kind, customized digital planning tools were developed and implemented, together with functional planning initiatives consisting of a hybrid digital tool and approach with custom apps. This allowed for various therapeutic area leads coordinate their efforts and successfully execute their launch activities.

Results/Outcome

• Pre and Post launch metrics indicated an elevated level of clinical data understanding and scientific story awareness.
• Tactics utilizing data visualizations, encouraging interactivity, and delivering on social media saw a major uptick in engagement metrics both at congresses and when delivered by field team members.