Opportunity
Hugely cluttered market of pain management drugs with low-differentiation, and even lower Physician involvement.
Prescriptions are dependent solely on the rep-doctor relationship.
But the lockdown in the country changed the dynamics completely for the industry.
Objective
Creating and delivering a solution that lives up to the impact and value that the field force delivers
“Doceree is easy to understand and self-serve tool that helped me keep a track of media investments with complete transparency. It helped me consolidate the digital efforts for the brand and now I can manage everything on a single platform.”
Strategy
Marketing and creative teams were engaged to replicate the physical sales model through a ‘virtual rep’ -a microsite.
A two-pronged approach was used for a high-reach, high-frequency communication campaign.
- Using Proprietary Doceree Audience Creation Tools, current specialties were targeted in the initial stages.
- Additional geographies and specialties were identified and in the 2ndphase of campaign, these specialists were also targeted.
Results
- Brand reach increased by 4X (110K v/s 27K)
- 400X reduction in cost per contact (INR 1.18 v/s INR 500)
- Campaign outperformed the previous direct-buy media platforms by >70%
- Brand awareness improved 4X
- Rx increased by 4.7%
Conclusion
Campaign surpassed all target KPIs, and the paved way for other core brands to go ‘digital’
