The Customer
A two-decades-old brand in a highly competitive Proton Pump Inhibitor (PPI) market was struggling with declining market share due to a lack of field force efforts and non-personalized marketing campaigns. The brand needed a revitalization strategy to regain market share and drive prescription growth.
Challenges
- The brand faced substantial competition in a declining PPI market
- Field force efforts left a significant portion of high-value prescribers unengaged
- Existing marketing campaigns were ineffective, non-scalable, and lacked personalization, leading to inefficiencies and missed opportunities
Indegene Solution
Indegene deployed a comprehensive omnichannel strategy, leveraging the proprietary Invisage™ HCP Insights platform to identify and target whitespace HCPs. The solution included:
- Target Identification: Identified 9,000 HCP targets and orchestrated an omnichannel activation strategy
- Channel Utilization: Designed and executed campaigns using a mix of four channels (emails, programmatic ads, paid search, and EHR banners) to expand reach and drive engagement
- Personalized Communication: Developed segment-specific customer journeys, resulting in the activation of 1,715 new prescribers, contributing to a total of 7,525 TRx
Outcomes
The omnichannel program delivered significant results, stabilizing the declining market share and revitalizing the brand’s presence in a competitive market. Effective retargeting strategies played a crucial role in re-engaging past prescribers, leading to a noticeable boost in conversion rates. The targeted email campaigns, including gratitude and loyalty waves for consistent prescribers and initiatives to re-engage inactive HCPs, contributed to a more engaged and responsive audience.
Additionally, diligent management of the target list ensured that non-responders were pruned, enhancing the overall efficacy and cost-effectiveness of the campaign. Regular content revamps across all channels addressed content fatigue, keeping the communication fresh and relevant, which further sustained engagement. Geo-targeting in low-performing regions also proved to be a successful strategy, as increased campaign intensity in these areas significantly improved reach and impact, driving the program’s success.
9,000+
whitespace HCP targets identified
1,715
unique new prescribers activated
31,626
total prescriptions