Months From LOE, Neuro Brand Reaches New HCPs​

Brand Challenge:

Mature neurology brand, 9-12 months from LOE, was competing against two new neuro brands being launched by the company. OTA brand had drastic budget cuts, but still wanted to promote before it lost patent protection.  ​

CMI Media Group Strategy​:

Identify and reach physicians who had not historically been reached via reps or media, and persuade them to prescribe brand.​

Tactical Approach​:

  • ~12,000 HCPs identified; 7,000 targeted for the program​
  • 70% Neurologists (10K Test/2K Control); ​
  • 4 Segments: Loyal, Persistent, Dabbler, Non-Writer, with different message cadence​
  • Deployed omnichannel addressable tactics only, 100% effective reach​
  • 11x Touchpoints per month, 311K opportunities to touch created

12 Months of Power & Precision Yields Positive Results:​

  • ~500% ROI​
  • 82% Effective Reach per month​
  • Total Revenue to client: $86 Million​
  • Incremental Revenue: $15.8 Million  ​
  • Total prescriptions: 16,482​
  • Incremental Test/Over Control Rx: ~3,000