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Powerhouse | Case Study Title

HCG is at the forefront of Medical Affairs, leading the charge from early product development to delivery of medical strategies and cross-functional communication plans. Our expertise shapes complex science into scientific stories that engage and resonate with healthcare professionals, and reach audiences with the right message at the right time in the right channel.

Our Expertise

  • Scientific positioning, branding, & lexicon development
  • Scientific narrative/platform development
  • Landscape assessments and Market & product analysis
  • Workshops and Advisory boards
  • Strategic communication planning
  • Data and scientific visualization & videos
  • Innovative and breaking technologies
  • Expert-led videos
  • MSL resources
  • Congress support and Events and meetings support
  • Key opinion leader (KOL)/digital opinion leader (DOL) engagement
  • Multi/Omnichannel Planning
  • Peer-to-peer (P2P) communication
  • Websites/digital asset development and Social media engagement
  • Data analytics

Create a virtual preceptorship experience for shared learning through the diagnostic lab 

Situation

Despite best evidence, compliance with guidelines and uptake of precision-based medicine in lung cancer remain low across the globe. HCG wanted to help our clients extend the reach of their educational program to a wider audience by recreating the preceptorship experience virtually 

Strategy

Recreated an actual center of excellence virtually (using high-res photographs of the lab and equipment) and layered in interactive features for educational content, including a virtual tour,  on-demand video lectures, interactive hot spots, self-knowledge checks, and more. 

Results/Outcome

Previously, when the educational program was delivered through face-to-face meetings, the total number of HCPs trained in a year was only 30-40.  The Diagnostic Virtual Lab was launched in 2022, and since then, the educational program has reached >2200 HCPs. 

Delivering Omnichannel Transformation

Situation

A top-10 pharma company’s medical affairs team wanted to set a new standard for medical affairs, with innovation at the heart. Working on a launch in a crowded therapeutic area, our teams also sought to address the decline of engagement levels within the target audience over the years. HCG began by assessing and updating legacy HCP segments and assets within the therapeutic space.

Strategy

Our team worked closely with the cross-functional client team to establish a comprehensive omnichannel strategy and operational plan. We workshopped distinct customer journeys for each HCP segment and developed prioritized resources. This led to more effective and impactful engagement with our target HCPS. We developed interactive educational resources which were deployed within different channels including: congresses, online, in the field, and 3rd party distribution. We pioneered the use of digital opinion leaders (DOLS), with this being the first use of DOLs by the company and within the industry. First-of-their-kind, customized digital planning tools were developed and implemented, together with functional planning initiatives consisting of a hybrid digital tool and approach with custom apps. This allowed for various therapeutic area leads co-ordinate their efforts and successfully execute their launch activities. 

Results/Outcome

  • Pre and Post launch metrics indicated an elevated level of clinical data understanding and scientific story awareness.  
  • Tactics utilizing data visualizations, encouraging interactivity, and delivered on social media saw a major uptick in engagement metrics both at congresses and when delivered by field team members