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Powerhouse | Case Study Title
HCG brings brands to life through scientific storytelling that breathes emotional energy into communications through compelling creative thinking. Whether through tactics designed for events or digital assets driven by targeted technologies, we reach and engage healthcare professionals where they are. Our services support each step of a brand’s journey, from brand strategy planning through implementation.
Our Expertise
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The Dual Impact of Insomnia
Situation
Our client wanted to create a pre-launch unbranded disease awareness identity that would set the stage for a blockbuster insomnia drug. Our mission was to put our client at the forefront of PCPs, Psychiatrists and Sleep Specialists, with insightful strategic communication wrapped up in a memorable visual treatment.
Strategy
The disease awareness campaign was meant to prompt a paradigm shift from a one-sided dialogue on night (sleep) to a discussion that captures both sides of insomnia (night + day). Understanding the importance of telling both sides of the insomnia story, we developed a brand identity to reflect the dual impact of insomnia that could be used dynamically to help frame the “night” or “day” content. Unique design elements and visual identifiers were created to frame data that were specific to each side of the disease.
Results/Outcome
We helped our client make a splash in the disease state area, garnering key KOL attention and being able to host several highly regarded events. We successfully differentiated ourselves by creating a unique and impactful identity. Our work continues to grow and is being leveraged across different assets, including a vast congress presence. We’ve achieved great recognition from our clients and have since transitioned into the branded space.
Omnichannel Strategy to Launch in 1L DLBCL
Situation
Our client partners were faced with an upcoming launch in a space that has an effective competitor with curative potential that has been entrenched as the standard of care since 2006. Most HCPs were content with their current treatment option. To have the most effective and impactful launch, our client partners aimed to effectively engage target HCPs by segment. The team was ambitious to begin applying an omnichannel approach to maximize impact for the upcoming launch.
Strategy
We worked closely with the cross-functional client team (Marketing, Data and Analytics, Digital Strategy, Field) to establish a comprehensive omnichannel strategy/operational plan. We workshopped distinct customer journeys for each HCP segment and developed prioritized message cadence. Based on engagement with each message, the preferred next best action for each segment was defined. Technology and operations teams were also involved to ensure that the customer data platform was set up effectively to tailor and target each customer engagement: by tactic (eg, emails, live engagement, rep calls) and by effective data capture and triggers for next best action.
Results/Outcome
We helped our client establish and implement their first full omnichannel plan for the brand’s upcoming launch. The team is now equipped to deliver tailored messaging and next best action for each HCP segment based on where they exist within their customer journey. It was treated as an initial pilot to ensure both brand and operational success. The model is now being scaled across the broader franchise to ensure synergy and cohesion in hematologist-oncologist engagements on behalf of the full portfolio over time.