Using Media to Grow Oncology Brand Creating Patient and HCP Concordance

Challenge:

Grow launch brand in a crowded market; generics dominating share

CMI Media Group Strategy:

• Focus media efforts on HCPs as part of growth strategy with a focus on new patient starts and switches
• Encourage patients to become more influential in their treatment journey
• Orchestrate messaging consistent with segments, persuading HCPs to treat earlier   

CMI Media Group Solutions:

• Deep audience analysis revealed oncologists have a “low urgency to treat” mindset, while patients struggle to get active treatment.
• Determined HCP segments, delivered omnichannel sequential next-best action 3-part message strategy based on engagement
• Specific messages are delivered in a cadence to persuade them through the consideration process
• Most influential channels used in the journey required patients and caregivers to take a participatory role. Endemic channels, search, POC and online video drove patient awareness
• Built a network of patient influencers and disseminate education through advocacy partners