Managing a portfolio omnichannel approach for an important global launch
The business need
We were approached by one of the world’s largest pharmaceutical companies to help with the global launch of an important new indication for their top selling drug.
As this company continues to diversify and drive change to defeat serious chronic diseases, they needed a partner to support them in the adoption and implementation of best practice omnichannel strategy and engagement, along with modular content creation.
They also had no previous experience in this specific disease area, so required a skilled medical communications partner to drive the scientific narrative.
The communications challenge
When engaging HCPs who are potential prescribers of multiple treatments in a portfolio, how can we offer a unified, personalised experience that delivers value in their therapeutic focus?
Our approach
We developed the omnichannel excellence strategy to serve as a red thread between therapy area development, brand strategy and campaign delivery.
With the layers of complexity in a portfolio omnichannel approach, we integrated data analytics and AI machine learning to help us truly understand audiences and isolate the key decision-making imperatives that guide strategy. We were then able to tailor content to the unique needs of our audience segments, addressing barriers and drivers to trigger behaviour change and intrinsic belief.
