Pfizer and Wunderman Health
Xeljanz Patient Enrollment Program
Xeljanz was the first JAK inhibitor approved in the U.S. for rheumatoid arthritis. It was the first new drug in the category in more than 10 years, and it represented a new class of treatment. Wunderman Health introduced the drug and helped drive adoption with a patient enrollment program that used an integrated mix of channels to educate patients about Xeljanz and empower them to ask doctors for it.
Early outreach included resources to track symptoms, define treatment goals, and initiate doctor conversations. Follow-up messaging provided reinforcement and additional guidance on how to have meaningful conversations with HCPs. Stories highlighting how Xeljanz helped other patients, as well as personalized content that aligns with each patient’s stage in their rheumatoid arthritis journey, have built relationships.
“The plan was to deliver a sense of understanding and relevance that would provide confidence along with practical support in patients’ discovery of Xeljanz,” explained an agency representative.
More than 60,000 patients have registered for the program since its November 2012 launch. A significant increase in paid search investment in the past two years drove a 198% spike in registrants that contributed to 45% growth year over year between 2016 and 2017.
In terms of conversion, nearly 25% of enrolled prospects who were not taking Xeljanz were prescribed it within nine months of enrollment, and 83% of converters adopt within three months. The brand team said performance of this conversion program is above Crossix median benchmarks and in the top 25% of comparable programs.
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Sponsored by: Pixacore
Pixacore is an independent, full-service brand and digital marketing agency. Based out of New York City , we’re focused on healthcare, biotech, and pharmaceutical industries. With more than 15 years of brand strategy and multichannel expertise, along with a dedicated R&D staff, we’re redefining what it means to be an agile, strategic, innovative, data-driven, and ROI-centric agency partner.
From the October 11, 2018 Issue of MM+M - Medical Marketing and Media
