Optimizing Rare Disease Engagement for HCPs
Lets TalkCapabilities:
Medical
Audiences:
HCPs, Medical Affairs Teams
Problem
Reimagining HCP Engagement for Specialized Medicine
A biopharmaceutical company’s medical affairs team faced challenges as their pipeline shifted toward specialized medicines for rare diseases. Traditional engagement strategies were ineffective, and HCPs struggled to differentiate medical science liaisons (MSLs) from sales reps. This created a need for a reimagined engagement strategy that could provide clear, credible information and support.
Approach
Transforming HCP Interaction with Digital Support and Streamlined Content Delivery
The medical affairs team wanted to evolve their engagement with HCPs but lacked the necessary technology infrastructure or digital support—capabilities that would be critical to their success.
Market Research and Interviews
Conducted thorough market research and interviews with HCPs and MSLs to understand engagement dynamics and information needs
Aligning on a Transformative, Integrated Model
Developed a model to deliver timely medical content to HCPs through preferred channels, including a dedicated medical affairs website, while also helping HCPs differentiate MSLs from sales reps
New Content Review Process
Established a medical content review process for rapid approval and dissemination of preference-driven content
Medical Affairs-Focused Website
Created a new hub extending commercial and technological capabilities, integrated with digital technologies like Veeva Vault and Adobe Experience Manager, to capture data and inform future strategies
Results
Optimized Operations with Digital Infrastructure and Unified Communication
In less than four months, Klick’s medical affairs engagement team went from analyzing the client’s medical communication challenges to optimizing their medical affairs operations, introducing digital support and technological capabilities, and launching a brand-new portal.
New Digital Infrastructure
Introduced digital support and technological capabilities while launching a brand-new portal
Improve Content Dissemination
Launched dynamic, customizable content using a process that mitigates the risk
Unified Brand Voice While Removing Barriers
Fostered valuable scientific exchange and strategic partnerships while becoming a single voice
Streamlined Regulatory Processes to Facilitate Delivery
Optimize the MRL submissions for a dynamic, digital market
By effectively bridging knowledge gaps and communicating the unique value of the therapy, the strategic approach not only increased awareness but also facilitated rapid and sustained adoption, setting a new benchmark for future product launches. For professionals looking to apply these insights, our team offers guidance and support to enhance scientific communication, boost awareness, and achieve successful product launches. Fill out the contact form below to get in touch with our experts.
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