From Insight to Impact

Innovative HCP Engagement Through Data Insights and Strategic Media Activation

Bringing audience-based profiles to life with data-driven insights and strategic media approaches

Doctor working with laptop and digital smartphone in office at hospital

THE CHALLENGE

A client in the rare oncology landscape was expanding into full frontline treatment and sought a partner to leverage strategic marketing, aiming to effectively engage the right HCP audience.

The client was looking to effectively reach HCPs who see a low volume of eligible patients per year, due to the nature of this rare disease.

THE SOLUTION

  • The EVERSANA INTOUCH team delivered a phased HCP experience that identified early adopters and equipped representatives with orchestrated NPP and triggers, ensuring support without adding burden.
  • Leveraging ACTICS by EVERSANA, the line of therapy was determined through an algorithm that analyzed patient treatments across various therapies of interest.
  • We developed a new target list based on key HCP behavior and created priority segments for measurement. HCPs were identified for target list prioritization and compared against previous target lists. Segments were built by analyzing HCP behavior and associated patient opportunities.
  • We activated the target list across all media plan partners and tactics and integrated it into an omnichannel ecosystem. This approach utilized smart actions, trigger-based opportunities and physician-level data analysis.

THE RESULTS

The strategic media approach showed impressive results:

High-Accuracy Reach

Achieved 95% reach of target list across key segments in the media plan ecosystem.

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Initial Frontline Launch

In the first five months post-launch, we saw a 65% surge in paid media site visits and a 103% increase in display ad CTR compared to the previous period.

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Full Frontline Launch

Achieved a 198% increase in paid media site visits and a 40% boost in paid search ad CTR in the first five weeks post-launch compared to the previous period.

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Real-World Behavior Triggers

Leveraging real-world HCP trigger data, our display ads achieved an impressive 20% CTR, surpassing the benchmark by 18%, and a 0.21% online conversion rate (OCR).

HCP Email Activation

30% average CTOR for third-party email triggers.

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