Digital communication extending sales force reach for diabetes product launch

The Problem to Solve

The client wanted to use digital communication solutions to extend the reach of its first-line sales force to support the launch a new diabetes product entering a crowded class.

At the same time, there was an intent to share evidence-based information about diabetes.

Solution

The ADG commercial content team brainstormed solutions with the client and developed a program to support the launch focused on providing relevant and valuable product and educational information. Outputs included:

• An Access.PLUS brand destination page hosted on AusDoc.
• Strong GP reach was achieved by promoting the eDetail across the ADG suite of eNewsletters.
• 5 long-form branded eDetails to fully explain: different patient use cases and the evidence-based benefits of the product.

Epilogue

The campaign illustrates how Access.PLUS can be used to extend the reach of a face-to-face sales team to support the launch of a new product. 

The wins include deep engagement with informative promotional material that translated to a significant increase in prescriptions.

Crucial elements of success

• Clearly defined problems to solve
• Close cooperation between the client and the ADG team
• Engaging information that GPs can apply in the clinic
• Highly engaged digital audience on AusDoc.
• Ability to drive engagement through eNewsletters