Strategic Online Medical Product Launch

Patient and professional targets, CRM retention strategy and advertising

View archived web site | View iPad Detail Aid

This Nestle Health Science product was designed to help patients with mild to moderate Alzheimer’s disease by altering metabolism. We had to establish the category and educate the target audiences.

Creating a Compelling Brand Narrative.

Knowing we needed to get HCPs on board, our strategy called for clarifying our product position and presenting a clear, compelling benefits narrative to physicians. This untapped market space needed a story, and that story had to engaging and readily consumable.

A strategically parallel story drove the consumer marketing, allowing both to work together for more success.

This full-service campaign comprised robust content marketing as well as promotional support including SEM, Social, SEO and CRM Retention Strategy.

HCP (Health Care Provider) Web Site
Patient/Caretaker (Consumer) Web Site
Unbranded Disease State Web Sites
Corporate Support Web Site
Demographic Research
Social Media Campaigns
SEO-focused blog
Targeted Social Media Marketing

Retargeting
Multi-track CRM Retention Strategy
Adwords Advertising
Banner Advertising
3-D Medical Educational Videos
iPad Sales Aids integrated with SalesForce
iPad Gaming App for Trade Shows
SEO and reporting

Knowing Your Target Audience Segments—B2B and B2C.

A successful launch strategy required us to reach the HCPs gatekeepers, which we did using awareness and educational exposure tactics. In addition, we targeted the consumer side to create demand pressure—getting patients to go to their providers with product information.

Market research helped us define and understand our target audience, revealing trends and preferences of patients and HCPs. We discovered on the consumer side that, in addition to our primary patients, caretakers were our most valuable targets. Heavily involved in decision making, they often facilitated the treatment conversations between patient and HCP and participated in product implementation.

Once we had our target audience properly segmented, we designed an outreach strategy. The central web presence acted as a hub for education, multiple promotional tactics, brand exposure and sales funnels. Web site, banner ads, Adwords, video and Social Media generated traffic streams, which we enhanced with list targeting and retargeting campaigns from email, site visits and ad clicks.

Organic Search Results:

200% Growth In Impressions Within 3 Months

Tracking Progress And Measuring Success With Real Time Analytics.

Online marketing provides an amazing amount of useful data—when it is properly set up. We take full advantage of it. We used Google analytics data from web, social, video and advertising campaigns to both gauge tactical effectiveness and to guide continuous iterative improvements.

Refining our approach through A/B campaigns, we analyzed SEM flows, video engagement, web traffic and CRM activity to improve results with data.

axPad-inset15 — Salesforce integrated iPad Detail Aid with interactive elements and video.

Reaching Customers And Speaking Their Languages.

Our strategy focused on three separate targets:

- Health Care Providers (HCPs)
- Patients
- Caretakers

HCPs are often tech savvy, so digital education about the product was a natural fit, introducing them to the product data and getting them ready for patient questions.

Patients in the target demographic varied. The nature of the disease meant that our outreach needed to focus on the more mildly affected, earlier stage patients and a bridge audience—caretakers—that required a different approach.

This group was often under the stress of care taking, not only for the patient’s Alzheimer’s, but for the patient’s comorbid conditions as well. This segment needed help. So we provided that help. The patient-side blog served the care taking audience with abundant relevant information, education and tips curated for their unique needs and building a strong SEO content footprint at the same time.

Branded 3-D Animated Educational Medical Videos

Driving Traffic And Building Tools To Help Reps Sell.

Educating the customers about the brand requires…customers. Since previous product online marketing was light, we were able to boost traffic immediately through SEM and inbound strategies. E-mail waves, videos, analog tactics, content strategies, banner ads, social marketing and Adwords campaigns were developed to build and support traffic over time.

We tracked and analyzed visitor behavior, which allowed us to evolve our marketing efficiency. Analytics reporting every month helped all stakeholders stay current.

We also developed a branded iPad Detail Aid to support the sales team. After analyzing how the best reps sold, we created a flexible support tool. A primary pitch path was supported by deeper content, available on the fly, so that the reps could customize their selling according to the situation.

The iPad app also allowed content to be pushed to the reps in the field, delivered real-time analytics data and integrated with Salesforce.

Seeing the strategy laid out from lead gen to web sites to customer retention built my confidence, but seeing the stats roll in was truly satisfying.

iPad Sales Detail Aid — The entire sales content library made available in the iPad detail aid.

iPad Sales Tool Apps — Digital sales training app and gaming engagement tool.

CRM Flow Schematic — Excerpt of CRM flow with 4 interdependent customer paths.

Full social support with emphasis on Facebook community

The CRM was a great success, with over 1,000 users joining in the first 3 months alone.

Keeping The Customers You Invested In— Acquisition, Adherence, Retention.

Getting the attention of customers can be expensive, and a converted customer is a very valuable commodity. How then does a medical brand maintain that customer relationship and capitalize on investment?

Our answer in this case, was to create a strategic CRM system that allowed us to meet the consumers at their need points. The CRM used email communication to walk users through stages, starting with an Acquisition track targeting non-converted traffic.

We soon found that many patients that became product users dropped off the product in the first 2 weeks. This was due to patients skipping the required a titration period which mitigated undesirable side effects. We solved this with a unique 10-day Titration track that walked new patients through the necessary steps one day at a time.

After this special Titration track, the system automatically shifted users to an Adherence content track. If the user fell out of the Adherence track, they were then automatically picked up by a Retention track

Once we had developed the entire strategy and content to support it, this fully automated process kept patients well taken care of by the brand. This was a great method of relationship building and over 1,000 users joined in the first 3 months alone.

Banner Ads — Banner ads create brand exposure and link to educational content.

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