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.

The Results

14%

Higher prescription rate in GPs who engaged in 4 or more Access.PLUS articles, vs the market & non-engaged GPs

6%

Higher prescription rate in GPs who engaged in 3 or more Access.PLUS articles, vs the market & non-engaged GPs

Implanon Case Study Graph Scaled 1

Conclusion

Following the commercial decision to test the move from a sales force to a fully digital go-to market strategy across AusDoc, GPs who engaged with relevant brand information four times were more informed and therefore prescribing +14% when compared to non-engaged GPs. 

Access.PLUS and a fully digitally led go-to-market strategy has the ability to better inform and educate GPs, who then feel confident to prescribe. 

Talk to us today!

We work with brands to understand their objectives and deliver bespoke engaging content which drives results.