Designing a Global HCP Experience
Our blueprint resulted in stronger digital and personal customer relationships.
How can a specialty drug, newly approved for global use, differentiate itself from an entrenched competitor and use digital experiences to reach new prescribers, when most sales forces worldwide still have limited access to HCPs?
Rather than the traditional “toolkit” model, developing a package of materials for countries to tailor to their needs, we developed a new worldwide strategy that adhered to global regulations while providing content that was complete, consistent, and easier for participants to implement. More than 20 countries opted in, receiving a global media buy that included dozens of digital content pieces and a paid-for media buy.
A new global go-to-market digital approach: one impactful, adaptive, engagement plan and media campaign, versus many individual, country-specific ones.