Challenge

At a point of time, a leading pharmaceutical company felt threatened by a competitor's new launch and came to us to try and protect their positioning within the market. Their aim was to design a winning strategy through a differential engagement model.

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Approach

Offering an excellent product is not enough to make a positive impact in the pharmaceutical industry. The key is to communicate its advantages in the right way, at the appropriate moment, through the expected channel, and to the right person. In order to do so, we helped the company establish enduring bonds with healthcare professionals in a meaningful way, encompassing the whole ecosystem. Here is what we did.

First, we made use of advanced anthropological methods to deeply understand HCPs; their mindset towards the pathology and the industry, their underlying beliefs, and the emotional drivers behind their prescription behaviours and engagement & omnichannel preferences.

Secondly, we developed 4 global Personae, characterised by their distinct emotional drivers. Furthermore, we defined the content, channels and WOW factors that help connect and mobilize HCPs.

Finally, we actively involved the Sales, Marketing, Medical, and Market Access teams throughout the project, providing them with tools for mindset change. In addition, we implemented a lean system for self-assessment and continuous learning.

Impact

Our approach drove the biopharmaceutical company to a 360º change in its omnichannel strategy, and without understanding the emotional drivers behind decision-making and the customers’ engagement preferences, this would not have been possible. All in all, the project has become a best practice due to its clarity and ease of implementation in different countries.

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