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

  1. Amplify growth for the non-insulin diabetes injectable in GLP-1-RA market in whitespace area

  2. Unsegmented universe of 150,000 potential HCPs who were not engaged to drive prescriptions, resulting in a loss of potential revenues

  3. Lack of necessary infrastructure to optimize promotional brand campaigns

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
Indegene drives new-to-brand prescriptions in whitespace
$23 million
Incremental revenue in 10 months
>101,160
New writers activated
130,000
NBRx generated in 12 months
Indegene drives new-to-brand prescriptions in whitespace

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