Opportunity
Focusing on the right things can get rewarding. With this belief, a leading hyperuricemia therapy brand decided to segment its market into HMS (high market share) and LMS (low market share) zones to implement a focused geo-targeting campaign with our help.
Objective
To maintain brand salience among physicians in HMS and increase salience among HCPs in LMS zones with a digital campaign which coincides with the on-ground activities and augments the outcomes
Strategy
A continuous 12-month physician engagement campaign was planned targeting Consulting Physicians, Nephrologists and Cardiologists.
The geotargeting efforts helped gain an enhanced brand salience among physicians in South & West zones offering an average monthly reach of 11k+ Consulting Physicians and 100k+ impressions
Results
Conclusion
Evidently, the geotargeting efforts helped gain an enhanced brand salience among physicians in South & West zones offering an average monthly reach of 11k+ Consulting Physicians and 100k+ impressions, giving field force the confidence to amplify their activities in these zones.
