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 HCP 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 HCP data platform was set up effectively to tailor and target each HCP engagement: by tactic (eg, emails, live congress 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 HCP omnichannel strategy 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.