A well-established pharma marketing agency found themselves representing a large pharmaceutical company that had developed a revolutionary oncology treatment. Their task was to formulate a marketing strategy that would successfully promote this new treatment, with a particular emphasis on engaging a younger demographic of physicians. The agency's initial marketing strategy leaned heavily towards traditional communication methods, including direct mailings, medical journals, and conferences. However, in spite of the treatment's high potential and groundbreaking nature, the marketing campaign fell short of achieving the expected results
Challenges:
The agency faced difficulty in getting the attention of younger physicians, with the marketing materials often going unnoticed.
The traditional channels of communication seemed to be less effective with this demographic.
The agency needed to understand the communication preferences of this target group to deliver the message more effectively and efficiently.
Solution:
The agency decided to partner with GRG Health and leverage our Doctor Survey Services to gain insights into the preferred communication channels of the target demographic.
GRG Health designed and deployed a comprehensive survey to a substantial sample of younger physicians across various geographical regions.
The survey included questions on the physicians' preferred platforms for receiving medical updates, the type of content they found most engaging, and the optimal frequency of communication.
Findings:
The survey revealed that the target demographic of younger physicians showed a marked preference for professional social media platforms and online medical forums for staying updated on new treatments and breakthroughs.
The survey also indicated a preference for interactive and visually engaging content, such as infographics and short videos, over traditional text-based updates.
Furthermore, the data suggested that the frequency of updates was essential, with physicians preferring regular, bite-sized updates over infrequent, in-depth reports.
Outcome:
Armed with these invaluable insights, the marketing agency began to recalibrate their communication strategy.
They significantly reduced their reliance on direct mailings and medical journals, focusing more on digital platforms popular among the target group.
The agency also redesigned their content strategy, incorporating more interactive and visually appealing elements.
They also adjusted their communication frequency, sending out shorter, more regular updates.
Impact:
The new strategy had a profound impact on the campaign. Engagement from the target demographic increased by 30%, dramatically improving the visibility and reach of the new oncology treatment among younger physicians.
The agency received positive feedback from their client on the revamped strategy and its results.
This success story highlighted the power of understanding the target audience's preferences and adjusting marketing strategies accordingly.
The agency has since integrated GRG Health's Doctor Survey Services into their strategic planning for all clients, ensuring they start every campaign with a clear understanding of the target demographic's communication preferences.
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