In today’s fast-paced digital world, brands are constantly seeking ways to stand out and connect with their audiences in a meaningful way. One strategy that has gained significant traction in recent years is omnichannel marketing.
Introduction
But what exactly is omnichannel marketing and why is it so important for brands to embrace it?
Our client recently introduced a new therapy into a competitive and crowded market. To maximize the impact on prescribing, Health Monitor Network (HMN) developed an omnichannel marketing approach at the point of care. This case study highlights the challenge, solution and benefits of this omnichannel strategy.
Challenge
The challenge faced by our client was to stand out in a market saturated with similar therapies. Traditional marketing tactics were not yielding the desired results, so a new approach was needed to capture the attention of physicians and patients alike and at scale.
Solution
Health Monitor developed three bespoke tactics to be deployed in physician offices nationwide:
1
The first tactic involved creating a patient guide containing valuable information about the diagnosis, lifestyle recommendations, testimonials from real patients and branded advertising.
2
The second tactic was a clinical update sent to offices with updates on current treatments, unique case studies from renowned Key Opinion Leaders (KOL) physicians and branded advertising.
3
The final tactic was providing a digital screen for healthcare providers (HCPs) to place in their office, rotating messages about what to expect, lifestyle suggestions, HCP points-of- view and branded advertising.
Results
Patients of exposed HCPs had statistically significant and higher conversion rates compared to patients of non-exposed HCPs; Patients exposed to 3 tactics had the highest incremental and relative lift.
Difference between Test and Control is statistically significant at the 95% confidence level Note percentages in (color) represent lift Health Monitor Network Brand Conversion Analysis, NOV 2022
Conclusion
In conclusion, the omnichannel marketing approach developed by Health Monitor Network proved to be highly effective in generating increased prescriptions for our client’s therapy. By providing valuable information to patients, updated clinical insights to physicians and engaging digital content at the point of care, Health Monitor was able to make a significant impact on prescribing behavior. This case study exemplifies the power of a strategic and integrated marketing approach in a competitive market environment.
