A LEADING RX BRAND IMPROVES ITS BRAND SALIENCE AMONG HCPS IN THE LOW MARKET SHARE ZONE

A LEADING RX BRAND IMPROVES ITS BRAND SALIENCE AMONG HCPS IN THE LOW MARKET SHARE ZONE

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

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



Strategy

A continuous 12-month physician engagement campaign was planned targeting Consulting Physicians, Nephrologists and Cardiologists.

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.

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