Background:

An international pharma marketing agency was representing a multinational pharmaceutical company planning to launch a new product in the U.S. market.
The agency was tasked with crafting a marketing strategy that would resonate with U.S. healthcare professionals and lead to successful market penetration.
However, the initial marketing strategy, based largely on successful campaigns in other markets, was not generating the desired impact.
Read More: https://www.grgonline.com/post/tapping-into-local-nuances-a-localization-triumph-in-the-u-s-pharma-market

Challenges:

The agency was struggling to understand the unique nuances of the U.S. market and how they could be leveraged for a more effective marketing campaign.
Initial attempts to introduce the product were met with tepid response from U.S. healthcare professionals.
The agency needed insights on how to tailor the campaign to the preferences and concerns of U.S. healthcare professionals.
Solution:

The agency decided to engage GRG Health’s Doctor Survey Services to gain insights into how the product and its marketing strategy could be effectively localized for the U.S. market.
A detailed survey was developed and distributed to a wide range of U.S. healthcare professionals, seeking their input on various aspects of the product and potential marketing strategies.
The survey also sought to identify the key concerns of U.S. healthcare professionals when considering new pharmaceutical products.
Findings:

The survey responses revealed that cost-effectiveness was a significant concern for U.S. healthcare professionals when evaluating new pharmaceutical products.
It also indicated that these professionals appreciated campaigns that highlighted the product’s impact on patient outcomes.
There was also a preference for marketing materials that provided detailed patient case studies and real-world applications of the product.
Outcome:

Using these insights, the agency was able to adjust their marketing strategy, focusing on highlighting the product’s cost-effectiveness and its positive impact on patient outcomes.
They also began to include detailed patient case studies in their marketing materials, showcasing the real-world effectiveness of the product.
The localized campaign was well received by U.S. healthcare professionals, leading to a successful product launch.
Impact:

The success of the product launch exceeded the agency’s expectations, with significant engagement from U.S. healthcare professionals.
The pharmaceutical company was highly satisfied with the launch results and attributed much of the success to the localization strategies informed by the GRG Health survey.
The agency reported a 50% increase in engagement with their marketing materials, reflecting the success of their localization efforts.
Lessons Learned:

Understanding market nuances and tailoring strategies accordingly is critical for successful product introductions.
Healthcare professionals’ concerns and preferences can vary significantly between markets.
Market-specific surveys can provide invaluable insights for crafting effective localization strategies.
Future Plans:

The success of this campaign has led the agency to consider GRG Health’s Doctor Survey Services as a key resource for future product launches in new markets.
The agency plans to continue using market-specific surveys to inform their localization strategies, ensuring their campaigns resonate with target audiences in different markets.