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
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.
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