CASE STUDY
A leading pharmaceutical company asked ADG to design a campaign encouraging GPs to follow updated treatment guidelines and build their knowledge and confidence to initiate prescriptions of its product.
Product solutions used:
Updated guidelines recommend the client’s product class as a second-line treatment for type 2 diabetes. However, a significant sub-section of GPs were unfamiliar with the guidelines and lacked the confidence to initiate the medication.
The client wanted to tap into ADG’s large opted-in GP database to target specific audience segments with an always-on campaign designed to educate GPs about the product and build their confidence to initiate prescriptions.
The targeted segments were:
The ADG commercial content team brainstormed solutions with the client and developed a program to provide KOL-supported, evidence-based information via an always-on smart digital self-detailing service (Access.PLUS).
The highly engaging content promoted the product’s specific benefits, encouraged GPs to follow the guidelines and gave them the confidence to initiate prescriptions. Outputs included:
Detail clicks (over delivering +39% to target)
Of engagements occurred after standard GP working hours
Click through to client’s website
Webinar registrations
This study shows how Access.PLUS can target specific audience segments with always-on educational and promotional content designed to build prescriber confidence and overcome barriers to medication initiation.
With almost 50% of GP engagements after hours on weekdays and 15% over weekends, the campaign illustrates the effectiveness of a 24/7 self-detailing service and GPs’ eagerness to engage with detailers at a time and place that suits them.
Successes include engagement that was 39% ahead of target, effective targeting of the three identified GP segments and ability to reach GPs outside of pharma reps’ usual working hours.