LAUNCHING A NEW COVID MANAGEMENT DRUG IN THE COVID ERA

LAUNCHING A NEW COVID MANAGEMENT DRUG IN THE COVID ERA

Opportunity

A brand from a global generics' player with a huge stake in COVID management. Brand was not the first one to launch and was expecting 5 more launches in next 1 month.

Objective

How to launch a new drug in a category with upcoming multiple similar drug launches, and that to in the absence of the sales team

Doceree helped us to activate campaigns in the fastest manner possible. Team worked closely with us to implement the campaign and make it a success



Strategy

  • Key specialties managing COVID in high prevalent geo-locations were identified.
  • Using Audience Creation Tools, a targeted 4-weeks campaign was launched for Pulmonologists, Emergency medicine and Critical Care Medicine experts.
  • Generated exemplary brand salience & engagement, with the combination of rich media display advertising, webinar registration and remote detailing were used.

Results

  • Usage of drug in the high infection geolocations increased significantly
  • Brand reached out to 20K target HCPs in just 4 weeks of it launch
  • 600K+ impressions were served on 30+ publisher platforms.
  • CTR of 1.7% was one of the highest on any programmatic platform.

Conclusion

  • A high decibel launch for the brand using hyper-contextual targeting tools.
  • Exceeded industry benchmarks of engagement by 2X

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