_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Client:
A leading pharmaceutical brand's prescription insomnia treatment.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Challenge:
Strengthen brand awareness for the treatment while educating patients and enhancing the doctor/patient dialogue.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Method:
MTS created an Ask Your Doctor program for the brand. In exchange for appointment information, program participants received a free trial of the promoted brand. A series of four emails was sent to the participant, ranging from broad patient education to condition-specific tips and specific brand information. A follow-up email was then sent to measure the campaign's effectiveness.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
The Results:
- ROI of 8.8: 1.
- 46% of patients who requested a free sample at their doctor visit received the promoted brand.
- 12% of program participants who visited a physician requested a prescription for the promoted brand (another 17% intended to request it).
- 5% of program participants received a prescription for the promoted brand.
_ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _ _
Back to case studies...
|
|
|
