Cardio Brand Extends Growth Cycle Through OTA​

Brand Challenge​:

Minimize the loss of field force, activate new writers and maintain growth before loss of exclusivity, expected within nine months.​

CMI Media Group Strategy​:

Target non-personal promotion using existing materials, focusing on cardiologists not currently promoted to. Supplement with newly created materials where necessary.

Tactical Approach​:

  • After audience analysis, 13K targets were selected for the program​
  • Program included activation mechanism: Sample Requests ​
  • 35 tactics, 4 channels, 300K touchpoints: ​
  • Print journals/polybag (reprints and ads), third-party digital, email, ​
    direct mail ​
  • 100% Unique Reach ​
  • Average 3 – 4  touches per month

9 Months Precision Targeting Generates Significant ROI:​

  • 700% ROI​
  • 11K Sample Requests​
  • Generated ~29,000 incremental Rx ​
    over control group, from 13K test HCPs with 100% statistical significance​
  • $38MM total revenue resulting from ​
    TRx activity​
  • $5.1MM Incremental revenue