A well-established pharmaceutical marketing agency was tasked with promoting a groundbreaking oncology treatment developed by a major pharmaceutical company, with a specific focus on engaging younger physicians. Their initial marketing strategy heavily relied on traditional methods like direct mail, medical journals, and conferences. Despite the treatment's potential, the campaign fell short of expectations.

Write to us at [email protected] Learn how GRG Health is helping clients gather more in-depth market-level information on such topics

Challenges:

Reaching younger physicians proved challenging, with marketing materials often going unnoticed.
Traditional communication methods were less effective with this demographic.
Understanding the communication preferences of the target audience was crucial.
Solution:

The agency partnered with GRG Health and utilized our Doctor Survey Services to gain insights into the preferred communication channels of younger physicians.

GRG Health conducted a comprehensive survey among a substantial sample of younger physicians across different regions.

The survey covered their preferred platforms for medical updates, the type of content they found engaging, and the desired frequency of communication.

Findings:

The survey revealed that younger physicians preferred professional social media platforms and online medical forums for staying updated on treatments.

Interactive and visually engaging content, such as infographics and short videos, were preferred over text-based updates.

Regular, concise updates were favored over infrequent, detailed reports.

Outcome:

Armed with these insights, the agency adjusted their communication strategy.

They reduced reliance on traditional methods and focused on digital platforms popular among the target demographic.

Content strategy was revamped to include interactive and visually appealing elements.

Communication frequency was adjusted to provide shorter, more frequent updates.

Impact:

The new strategy significantly improved engagement from younger physicians, increasing the visibility and reach of the oncology treatment by 30%.

The agency received positive feedback from their client on the revised strategy and its results.

This success underscored the importance of understanding the target audience's preferences and adapting marketing strategies accordingly.

The agency now incorporates GRG Health's Doctor Survey Services into their strategic planning for all clients, ensuring a clear understanding of the target demographic's communication preferences at the start of each campaign.