Integrated medical communications strategy: a new blueprint for audience engagement

We work with a large biotech’s Global Medical Affairs team, developing omnichannel customer engagement strategies across priority therapy areas to advance strategic objectives for key assets. Our initial program of work spanned two assets across three indications in oncology, with a focus on the US market.

Solution

Acting as our client’s strategic partner, we collaborated with a diverse cross-functional stakeholder group, using our unique strategy methodology to generate critical landscape and audience insights, identify opportunities to impact clinical practice, segment audiences based on critical unmet needs, and design scientific narratives tailored to these segments to support the desired behavior changes. This resulted in precision-targeted scientific engagement campaigns which we then managed through to activation by orchestrating an ecosystem of specialist data, media, and creative partners.

Results

The impact of this ongoing program is being assessed at multiple levels. Within the first 4 months, 76-87% of the c.13k target HCPs had engaged with campaigns across indications, with 85% of engagers showing high levels of repeat engagement. Channel performance metrics were exceeded by up to 4.2x compared to industry benchmarks. And engaged HCPs displayed changes in digital behaviors beyond the campaign, showing a 91% increase in access to third-party websites and content topics relevant to our scientific messages. We will ultimately be measuring the extent to which the campaigns are affecting clinical behaviors (treatment class usage and testing patterns).

Our strategic approach is being adopted by the client as a blueprint for medical omnichannel best practice, and we are now developing programs across multiple other therapy areas.