Multi-Audience Formulary Campaign
Pulls Through Results

 

For years, Managed Care marketing was limited to rep hand-outs and regional lists.  Now, with sophisticated technology and advanced analytics, Tomorrow Networks offers a multi-audience formulary pull-through solution that’s quick-to-market, scalable, cost-effective…and proven to deliver results. 

Situation

A blockbuster drug was facing a portfolio transition to a newer replacement, and was tasked with maintaining or growing Rx momentum in spite of diminished brand support. Based on its years of category leadership, the brand team had a thorough understanding of its target audiences, both HCC and HCP. The brand had also won important favorable formulary positions.

Opportunity

Combine historically disconnected tactics and approaches to drive a new conversation within targeted regions, identified through a mix of segmentation, coverage, and brand writing behavior trajectory. This campaign needed to be easily extensible to capitalize on favorable formulary positions for select payers, focusing on behavioral (historical writing patterns) and geographic (formulary coverage) analyses for targeting.

Solution design

A multi-touch strategy engaged HCP and HCC targets through both content-rich and in-the-moment channels, and prioritized districts based on Opportunity, Performance, and historical Aptus Health success. As a result of this targeting strategy, pull-through efforts focused on 19 healthcare plans with favorable formulary positioning.

Implementation

Our two-pronged approach to brand communications included an integrated suite of digital “push” tactics aimed at their targeted HCP that promoted education for formulary/brand messaging, plus highly- segmented, localized, and co-branded formulary messaging delivered at the point of care on a healthcare consumer’s mobile device to drive demand.

Results

  • Combined HCP and HCC engagement solution yielded at least a 5:1 ROI
  • Weekly campaign optimization of mobile media campaign exceeded web industry average click-through rate by 7x
  • Campaign had the added benefit of turning historic “non-writers” into writers