Case Studies

CASE STUDY #1:

Elevating Peer-to-Peer Education: A Success Story

  • Effective peer-to-peer education is a powerful tool in the healthcare industry, especially when delivering targeted learning opportunities to clinicians. Our team partnered with our client to redefine the speaker bureau experience by introducing innovative formats designed specifically for engaging, impactful education around a rare disease product.

  • The healthcare client was seeking more effective ways to engage clinicians, provide valuable educational opportunities, and ensure strong ROI from their speaker bureau efforts. They needed a program that would go beyond traditional formats and deliver pointed, meaningful connections between speakers and participants. 

  • With these objectives in mind, we designed and implemented a series of innovative speaker programs to amplify educational value. Our key initiatives included:

    • Roundtable Speaker Program: We developed a novel roundtable format to foster dynamic group discussions and peer learning. This format quickly became the highest utilized speaker program approach due to its effectiveness in driving engagement. 

    • 1:1 Clinician Exchanges: Recognizing the need for more personalized interactions, we introduced individual exchanges between speakers and clinicians. This format allowed for highly customized education, making it particularly well-suited for the complexities of a rare disease product. 

    • Live Speaker Training: We planned and facilitated the first-ever live training event, hosting over 125 speakers. This session focused on improving speaker communication skills, enhancing the ability to address specific audience needs, and fostering collaboration among bureau members. One of the fan favorites was bringing in a coach to improve speaking skills.

  • The impact of these initiatives exceeded expectations, with measurable outcomes including:

    • Improved ROI: By leveraging advanced analytics to design a speaker bureau structure tailored to the specialty mix and geographic needs, we achieved an 11% ROI increase. 

    • Speaker and Attendee Enthusiasm: The live speaker training was met with resounding praise. Speakers asked for more live training opportunities and expressed that it was "the best speaker training they’ve ever attended." 

    • Elevated Program Utilization: Our innovative approaches resulted in higher rates of interaction and engagement, positioning our client’s speaker bureau as a benchmark for excellence. 

  • We continue to work with this client on refining and scaling these speaker initiatives, ensuring that clinicians receive the education they need in impactful and engaging formats. 

Want to elevate your speaker programs? Contact us.

CASE STUDY #2:

Standing Out in the Crowded ADHD Market

  • Launching a new product in the ADHD category is no small feat—especially in a market dominated by generics and established competitors. The client needed to make their product stand out among healthcare professionals (HCPs) and caregivers while aligning their sales team to ensure maximum impact at launch. 

    The goals were clear:

    • Educate HCPs and caregivers about the product’s unique benefits

    • Drive awareness and engagement through innovative marketing campaigns

    • Align the sales team with a unified strategy to approach the market effectively

  • To tackle these challenges, a tailored, strategic approach was implemented, focusing on clear communication, impactful design, and cross-functional collaboration. 

    1. Targeted Sales Segmentation Strategy 
      A thorough segmentation strategy was developed for the sales team, ensuring outreach efforts were focused, strategic, and impactful. 

    2. Compelling HCP Marketing Materials 
      High-impact marketing materials were created to educate HCPs about the product’s differentiation from generics, emphasizing its unique mechanism of action (MOA) and clinical benefits. 

    3. Digital Campaign Success 
      Collaboration with a digital agency led to the creation of a CRM campaign targeting caregivers and patients. This campaign not only enhanced awareness but also surpassed the industry standard, achieving a 15% higher click-through rate than similar campaigns. 

    4. Sales Enablement Tools 
      A user-friendly “placemat” was designed for the sales team, visually organizing all available materials. This streamlining effort ensured the sales team could quickly access the most relevant tools during their field interactions. 

    5. Educational Initiatives for Caregivers 
      A mechanism of action (MOA) video was produced to simplify and clearly explain the product's novel approach for caregivers, ensuring strong understanding and trust. 

    6. Sales and Marketing Advisory Council 
      A sales and marketing advisory council was formed with sales leadership to gather critical feedback and refine both current and future initiatives.

  • The project’s strategic, multi-faceted approach led to outstanding outcomes, ensuring a strong product debut in the competitive ADHD landscape:

    • Supported a successful product launch, equipping the sales team with targeted, impactful tools and marketing materials. 

    • Achieved above-industry engagement rates in the digital campaign, with a 25% click-through rate for banner ads during the launch phase, far exceeding expectations. 

  • By creating innovative marketing tools, aligning sales strategies, and focusing on clear communication, the product successfully stood out in a crowded ADHD market filled with generics. This case demonstrates the power of tailored strategies and collaborative execution to foster brand differentiation and product success.

Discover how our tailored strategies and collaborative approaches can drive success for your product launch. Contact us today to learn more about unlocking your brand’s full potential in competitive markets!

CASE STUDY #3:

Driving Strategic Impact in Rare Disease Marketing

  • The rare disease marketing team faced a critical challenge: ensuring their promotional materials both aligned with strategic objectives and effectively resonated with the right audiences. Operating in a nuanced and specialized market, achieving differentiation and alignment was vital to the success of their initiatives. 

    Through a carefully curated process involving collaboration, advanced insights, and expert facilitation, we delivered impactful marketing materials that generated measurable results.

  • The rare disease marketing team needed to address:

    • A need for promotional materials that effectively aligned with their overarching strategic goals for the year. 

    • Ensuring these materials resonated with key audiences in a highly specialized market segment. 

    • Improving internal cross-functional alignment and leveraging external feedback to refine materials. 

  • To meet these challenges, we implemented an innovative, multi-faceted approach:

    1. “Walk the Walls” Days 
      We annually organized “Walk the Walls” days for the marketing team and cross-functional partners. This immersive event created opportunities for the team to conduct a deep review of all promotional materials, aligning them closely with strategic objectives. 

    2. Live Advisory Boards 
      We facilitated live advisory boards, gathering insights from over 20 advisors across various specialties. This interactive forum generated immediate, actionable feedback to refine and improve the promotional materials. 

    3. Quarterly Online Advisory Boards 
      To maintain momentum and continuously refine materials, we created an online advisory board that engaged key healthcare practitioners quarterly (or more frequently when needed). This platform ensured we gathered ongoing, valuable insights to inform future material updates and developments. 

  • Our efforts achieved the following outcomes:

    • Strategic Alignment: Delivered highly effective marketing materials that aligned seamlessly with strategic objectives, optimizing readiness for the upcoming year. 

    • Improved Collaboration: Established a collaborative review and feedback process that enhanced both internal alignment and the external relevance of the marketing materials. 

    • Market Impact: Helped the product stand out in a crowded rare disease market, positioning it effectively amidst competition, including generic alternatives.

    • Navigating a Competitive Space: The rare disease market is highly specialized and often crowded with generic options, making differentiation essential. 

    • Innovative Collaboration: Our use of “Walk the Walls” days and online advisory boards provided unique opportunities for cohesive, real-time feedback. 

    • Actionable Insights: Quarterly advisor engagements ensured that each update directly addressed audience needs and market demands. 

Discover how our strategies can drive success for your product. Contact us today to learn more about unlocking your brand’s full potential in competitive markets!

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If you're tackling challenges in rare disease marketing or a highly specialized market, we're here to help you craft solutions that deliver results. Contact us today to learn how our tailored approaches can transform your marketing strategy.