Treatment Area Skin Conditions 2020-2024
Context
Over the years, a pharmaceutical company had gained a strong market position with a treatment for skin conditions given its effectiveness and favourable tolerability profile, according to numerous medical studies.
The challenge was to continue to differentiate this “mature product” from rivals and to defend market share through an appropriate marketing and communication strategy.
Approach
Optigage applied its Multichannel Effectiveness Indicator model, an improved successor to the Sales Force Effectiveness tracker.
Key metrics:
- Reach of the channels
- Relevant content of different channels
- Influence of messages
- Current experience with a treatment
- Intended use of a treatment
The results of insights gathered from dermatologists in both the Netherlands and Belgium led to useful recommendations for a “healthy communication mix.”
Results
Our client was able to refine, on a regular basis, its communication approach and consolidate its market position.
Core outputs:
- A proposal for layered communication: knowing how the various channels and the information disseminated through these channels complement each other.
- A distinctive positioning vis-à-vis competitors.
- Actionable recommendations for a proactive communication approach to managing side effects.
- Clarity regarding information needs for more product-oriented profiles vs. medically oriented profiles.
- Further refinement of the communication strategy in sync with specific phases in the product life cycle.
This customer’s Multichannel Effectiveness Indicator was subsequently applied in other treatment areas, resulting in a heat map of channel reach and relevance, while also fine-tuning important premises of prescription behaviour (“conversion”).
Multichannel Mix
Our ‘Multichannel Mix’ services provide further insight into the effectiveness of a multichannel approach to position treatments.
