The Customer
The client is a global, science-led biopharmaceutical organization, pushing boundaries of science to deliver life-changing medicines being used by millions of patients worldwide. The client wanted to increase prescriptions of its existing Type II diabetes drug in the identified whitespace area.
Challenges
- Amplify growth for the non-insulin diabetes injectable in GLP-1-RA market in whitespace area
- Lack of necessary infrastructure to optimize promotional brand campaigns
- Unsegmented universe of 150,000 potential HCPs who were not engaged to drive prescriptions, resulting in a loss of potential revenues
The Solution
- Segmented the HCPs through digital affinity, prescription writing behavior across brand variants in GLP-1 RA market competitors
- Repurposed existing brand content to deliver personalized high-impact, targeted marketing assets
- Using Indegene's proprietary AI powered NEXT HCP Journey Optimization developed channel mix leveraging programmatic media, VSR, RTE, RTF and HER, 3rd party portals like Doximity, unbranded microsites
- Built data capture mechanisms to enable real time campaign optimization by understanding patient and HCP behaviors
Outcomes
Indegene successfully generated 130,000 new-to-brand prescriptions (NBRx) and generated 56,817 total prescriptions (Rx) within the first 6 months of operation.
Activated more than 101,160 new writers that resulted in an incremental revenue of $23 million in 10 months.
Indegene was able to Increase reach and improve HCP experiences with the launch of complete omnichannel engagements
$23 million
Incremental revenue in 10 months
>101,160
New writers activated
130,000
NBRx generated in 12 months