Multichannel HCP CAMPAIGN
Breaking Barriers to Make a Difference
A launch campaign in a category that had not seen a new therapy in more than 40 years.
THE CHALLENGE
EVOKE PHARMA® is a specialty pharmaceutical company committed to improving the lives of patients with gastrointestinal diseases. EVOKE was searching for a partner to help them launch their first drug, GIMOTI, indicated for the treatment of diabetic gastroparesis symptoms – a disease that hadn’t seen a new therapy in more than 40 years. As part of the EVERSANA Complete Commercialization launch, we led the overall strategy and execution for the launch of GIMOTI. Our main objectives were to demonstrate the clear benefits of GIMOTI, motivate a newly established sales team to champion the brand, create HCP interest to drive prescriptions, and establish enduring patient engagement.
A powerful communications channel to maximize patient education and engagement.
THE SOLUTION
We developed a multichannel marketing campaign across HCP, patient, and payer audiences that challenges the status quo of diabetic gastroparesis symptom treatment. The campaign, Spray Their Symptoms Away, was executed digitally through branded websites, online search and banner ads, and email communications; in print brochures and sales aids; and by equipping the sales team with consistent and focused messaging and tools that highlight what differentiates GIMOTI in the treatment landscape. The campaign was supplemented by the creation of a website and Facebook community, DGP-n-Me, to provide education and advocacy to support patients as they navigate through their diabetic gastroparesis journey.
IMPACT
With Engage as the hub for this truly integrated EVERSANA Complete Commercialization effort, GIMOTI has broken barriers and achieved many successes since its launch in October 2020. Through the integrated channel efforts, GIMOTI is making a difference in the treatment of diabetic gastroparesis symptoms, with growth in products dispensed increasing by 26% from Q2 to Q3 of 2021. GIMOTI also continues to grow in intent-to-prescribe among key targets due to improved awareness. Digital campaign metrics have outperformed industry benchmarks and continue to steadily incline month over month. Considering these accomplishments, as well as being recipients of two PM360 Silver Trailblazer Awards in 2021, we can say with confidence that GIMOTI is going to continue changing the treatment landscape for the symptoms of diabetic gastroparesis.
An HCP guide to clinical insights that drive differentiated care.
