Setting a New Standard of Care

Capabilities:
Medical, Brand Strategy, Creative, Activation Strategy, Media

Audiences:
HCPs, Patients, Branded, Unbranded

Problem

Breaking through Complacency in a Crowded Market

An emerging biotech company aimed to revolutionize a stagnant market by launching a new brand in a competitive space dominated by generics. Patients and healthcare professionals (HCPs) had grown complacent, accepting subpar treatments with significant side effects due to a lack of innovation. The client needed a bold strategy to differentiate themselves and set a new standard of care.

Approach

A Strategic Marketing and Engagement Plan

To achieve these goals, our team developed a comprehensive marketing and engagement approach, which included:

Unified Brand Strategy

Established cohesive positioning and messaging to redefine the concept of “relief” for patients and HCPs

Innovative Digital Engagement

Used e-commerce, interactive chatbots, and telehealth to remove barriers, answer questions, and provide virtual support

Influencer Marketing

Created an influencer-driven social campaign featuring actual patients and celebrity influencers

Omnichannel Campaigns

Developed AI-triggered ads, branded memes, live events, and audio playlists to increase visibility across various channels

Results

Transforming Perception and Achieving Market Dominance

Our client not only disrupted the market but also established their brand as a leading treatment, achieving remarkable results:

Award-Winning Campaign

The campaign received substantial industry attention, earning accolades for its overall approach as well as for specific initiatives

Record-Breaking Engagement

The New Year’s Day First View campaign delivered the highest impression levels recorded in the US

Rapid Adoption

In just over two years, more than 2.5 million prescriptions were written

Substantial Financial Impact

A large pharmaceutical company acquired the company, cementing its market dominance

This case study highlights the transformative impact of a strategic marketing and engagement plan in breaking through market complacency and setting a new standard of care. For professionals looking to apply these insights, our team offers guidance and support to enhance brand positioning, drive patient and HCP engagement, and achieve market dominance. Fill out the contact form below to get in touch with our experts.