Built for Speed
- While the FDA reviewed the new drug application (NDA), the company built a database of potential patients and caregivers. The program utilized multiple response-generating tactics to gather data elements, among them direct mail surveys and non-branded websites.
- Disparate customer data were integrated in real-time to obtain one view of each customer across two main communication channels: the web and direct mail.
- Analytics experts segmented the audience into three distinct prospect clusters—patients diagnosed by a physician, caregivers and patients with undiagnosed symptoms. Further segmentation included severity of disease and length of illness.
- Using segmentation analysis, the brand team and its agency partners devised a plan for gathering comments and insight from prospective patients and caregivers, with the goal of ensuring relevant communications based on their stated channel preferences and corresponding segment.
- The team created five waves of direct mail, targeting individual segments and offering a survey seeking input from both patients and caregivers. The mailings included a $1 incentive check and an opportunity to request more disease-specific information, as well as daily living tips via a proprietary newsletter that served as a key, trust-building communication vehicle. A search engine media plan was crafted to aid those who preferred online channels for communicating. Completed surveys enhanced the value of the information contained in the database, ensuring subsequent use of collected responses once the eventual product launch was approved.
- The patient education newsletter was created to provide a multi-channel acquisition approach and served as the heart of the hypermarketing strategy. Available in both online and offline versions, the newsletter successfully enrolled patients and care givers into the program. An unbranded website was developed to further support patients' needs and provided yet another launching mechanism for acquiring new names.