Opportunity
The times-they-are-a-changin’ and what better time than now – the COVID times. The relationship between pharma brands and HCPs has changed drastically, and hence brands have been forced to think differently about their approach in this ‘new normal’.
Objective
How can brands remain relevant in these times, while trying to reach HCPs in the most impactful manner, without invading their personal space?
I, in my wildest dreams, would have never imagined that something like this is possible in India. Reaching out to >3000 HCPs from different specialties, using a single platform and getting such good response rate, is something unbelievable. I am going to use this occasionally for my communication testing; saves us a lot of hassles of the physical world.”
Strategy
Doceree in partnership with one of the leading marketing communications agencies created one-of-its-kind survey tool to get the pulse of Indian HCPs.
Through Doceree network, a click-based campaign was done where HCPs from 7 different specialties from top 10 states of the country were reached out on platforms like Online Medical Journals, Electronic Health Records and Physician Networking Platforms.
When an HCP clicked on the ad, he was taken to a google survey form where he was supposed to fill up questions around – impact of COVID on practice, and how accepting are they of the new modes of consulting.
Results
30,000+ impressions
3.6K+ HCPs reached
>5% CTR
>50% Action
Conclusion
Programmatic solutions have become a new normal for Rx drug brands as they support greater physician engagement, compliance, and transparency and evidently better outcomes.
