How a global pharma launched and matured a portfolio in China
The Customer
A global pharmaceutical company with a vision to one of the most innovative, best performing and trusted healthcare companies and a strong purpose of improving quality of human life.
Challenges
- Expanding coverage of it’s hepatitis and respiratory brands in the emerging space of Community Health Center and county hospitals in China
- Loss of sales due to inability in covering doctors in Tier-1 cities (smaller cities) which are vastly spread across in China
- Reduced marketing budgets and increase in costs to deploy healthcare representatives in Tier 1 & 2 hospitals of Tier 1 cities
The Solution
We developed a holistic multi-channel strategy for HCPs across (i) enrollment, (ii), segmentation, (iii) engagement, and (iv) content and channel optimization.
This helped profile and recruit HCPs and hospitals in Tier-1/2 cities, create segments based on mapping of potential and channel preferences, engage HCPs through a suite of channels specific to China such as WeChat, tele, email, SMS and create content adaptive to remote channels.
We took a data and analytics-driven approach along with CRM integration and Campaign360 to optimize the multi-channel program and predict next best actions to scale up the program.
Outcomes
The client enjoyed 27% sales growth and improved brand recall from 30% to 51% for 2 Respiratory brands.
They were able to scale the program with 300% increase in the number of HCPs enrolled in whitespace area for Respiratory brands over 3 years.
They witnessed an 80% sales growth for Hepatitis brand and scaled the program to cover 11,600 HCPs across 966 hospitals.
They also introduced initiatives for 2 new vaccine brands.
