Driving HCP Adoption for a Novel Therapy in Rare Tumors

Capabilities:
Brand Strategy, Activation Strategy, Medical Strategy

Audiences:
HCPs

Problem

Overcoming HCP Awareness Challenges for an Innovative Rare Oncology Treatment

A leading biotech company set out to launch a first-in-class kinase inhibitor for rare tumors. The challenge was to build awareness and educate HCPs on the novel mechanism of action (MOA), as existing treatments were already seen as adequate in a competitive market. The client needed to engage oncologists unfamiliar with the new therapy and demonstrate its advantages over established options.

Approach

Comprehensive Omnichannel Strategy to Educate and Engage

To address these challenges, we employed a multi-pronged approach that educated HCPs while driving awareness:

Targeted Engagement

We developed tailored content and messaging to increase HCP knowledge about the new MOA and its benefits, leveraging CRM systems to engage oncologists consistently.

DSE and CRM Campaigns

At the American Society of Clinical Oncology (ASCO) conference, we launched a dynamic suite of digital assets, including non-branded content, to inform HCPs and build interest.

Education and Support

We created targeted educational tools for HCPs, focusing on the new therapy’s unique mechanism of action. Through CRM integrations and digital outreach, HCPs were provided with the necessary insights to support informed treatment decisions.

Results

Successful Market Penetration and Engagement

The omnichannel campaign achieved impressive results, transforming awareness and driving engagement within the first six months:

110%

Significant Engagement

Increased CRM registrations by 110%, reflecting strong HCP interest and engagement in a highly competitive market.

20K

Exceptional Awareness

Generated over 20,000 views, quadrupling the typical yearly traffic for treatment awareness programs.

75%

Market Share Growth

Achieved 75% market share in the tumor category within the first eight months of the launch, positioning the therapy as a market leader.

$2B

Substantial Financial Impact

The company’s impressive market performance and growth ultimately led to its acquisition by a larger pharmaceutical company for a total equity value of over $2 billion.

This case study highlights the power of combining HCP education with patient support through an integrated omnichannel strategy. For professionals looking to apply these insights, our team can guide you through strategies to enhance awareness and engagement for novel therapies. Fill out the contact form below to connect with our experts.