Opportunity
A well-known oncology brand aimed to build brand salience via indication expansion in a sustained frequency-reach manner
A salience campaign aimed to promote an online repository built by a popular oncology institute delivering very high CTRs
An awareness campaign aimed at building messaging reinforcement of a legacy brand was carried out targeting haematologists and oncologists
Objective
Multiple brands/services at different stages of PLC across organizations have partnered with Doceree to reach out to Oncologists across the globe.
“The campaigns help provide reach that is not possible with brand MSLs, which in turn help augment the marketing efforts multifold.”
Strategy
The brand launched a messaging reinforcement campaign to create awareness about a new indication for the brand among Gastroenterologists & Oncologists in a sustained frequency-reach manner.
The campaign was carried out in two parts, each lasting for 30 days. The brand educated HCPs about the right dosage for the new indication.
Post indication expansion campaign, the brand conducted a brand lift study to assess brand message recall.
A well-known oncology institute launched a 2-month campaign was carried out to create awareness about a knowledge repository that the institute had built to support the knowledge thirst of the oncologists.
A high reach high frequency campaign targeting oncologists across UK and EU markets was carried out to drive traffic on to the knowledge repository website.
The brand launched a messaging reinforcement campaign across various platforms in order to aid message recall targeting Hematologists & Oncologists from an NPI list shared by the brand.
Various creatives in form of GIFs, were promoted on the platform in a sustained frequency campaign over a period of 6 months.
Results
BLS SCORE – 83%
HIGHEST CTR – 1.04%
HIGHEST CTR – 0.53%
High returning traffic was observed by the institute post this digital campaign
VIEWABILITY SCORE - 74%
HIGHEST CTR – 0.15%
Lower e-CPM, committed impressions and desired viewability were achieved.
The outcomes of this campaign aided on-ground increased awareness for the brand as well.
Conclusion
It’s possible to reach specialist HCPs globally and achieve success using market-relevant strategies using one platform
