situation
Our client is a pharmaceutical company specializing in the research and marketing of therapeutic, corrective and aesthetic solutions for dermatology patients. Their customer base is physicians across Canada with a special focus on dermatology. They asked Maritz to develop a strategic approach to help drive brand recognition and impact physicians’ prescribing behaviour.
Knowing that the target audience regularly gets communications from multiple marketing programs, it was critical to develop a solution that was innovative and relevant to ensure that a large population within the audience would be reached on a limited budget.
solution
Maritz created and implemented a four-city, national speaker tour. To ensure reinforcement, recall and retention, the tour was supported by multiple touchpoints.
Through the showcase of a Key Opinion leader, a principal investigator for a recent trial involving the client’s product, we were able to create a speaker tour that had clout and appeal for the audience. The speaker commanded attention, respect and authority on the subject.
The presentation was recorded onto DVD to be used as sales support. Packaged creatively, it was enhanced with a user interface to ensure ease of learning and retention. After distribution and several months of post-messaging, we used an online tool to determine participants’ recall and retention levels. The online follow up provided an additional opportunity for messaging with an additional clip from the speaker, again reinforcing key brand messages.
results
- 90% of physicians who completed this program retained the key messages
- Quantifiable lift in prescriptions following the tour
- Reported support for the channel to promote their product
- Access to a significant and influential group of physicians
