Social Drives Success in DTP/HCP Multichannel Launch
The Challenge
- New Rx Influenza treatment received FDA approval as flu season started, facing fierce competition from OTC, generics, and established Rx products with large budgets and established sales teams.
- Patients need to get a Rx within the first 48 hours of symptom onset
- Cost is a major factor with HCPs and patients
Overall Strategy
- Consumer campaign based on geography to “follow the flu” launched after HCPs were introduced to the brand
- Target high-priority HCPs based on those who prescribed a competitive brand
Patient Approach
- CDC data powered a geolocation campaign that deployed specific messages based on targeted DMAs across the US with a message adjusted weekly that “the flu is spiking in your area”
- Point of Purchase: Shelf-talkers in pharmacies showcased brand benefits, a prompt to ask their doctor about the product, and a money-saving coupon
- Social media targeted patient segments based on lifestyle attributes
- Patients in high-decile, high-flu area HCP waiting rooms were exposed to cover wraps on magazines, in-office TV ads, and mobile ads through geo-targeting
- Coupons delivered via reps though established GoodRx program
Social
Search
Display
Social
Magazines
POC
Results & Learnings
- Awareness-focused messaging on Social resonated strongest with all audience segments in the Patient campaign, demonstrating growth in brand awareness on Social throughout the season
- Follow the Flu activated paid media (Display, Paid Search, Social) against spiking DMAs across the US and delivered relevant messaging to audiences in those specific areas.
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Website Visits, 93% driven by Patient and 7% driven by HCP
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Coupon Downloads, 87% from Patient and 13% from HCP
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Users reached through Patient Display campaign and drove the second highest website visits through the campaign