Case Studies

Driving digital excellence
at launch

Client

  • Global Marketing team of a leading US Biotechnology company
  • Seeking advise on digital strategy for the European launch of a new treatment of Psoriasis and Psoriatic Arthritis

Challenge

  • It would be several months before local affiliates would be able to plan their own digital strategies, and several affiliates lacked the capability to manage a multi-channel launch on their own.

Solution

Pan-European digital landscape study
  • 7-market survey of customers to understand HCP and patient channel preferences to inform the multi-channel mix
  • Competitive audit that reverse-engineered key competitor’s digital, mobile and social media strategies and revealed competitive vulnerabilities
Integrated Pan-European multi-channel strategy
  • HCP and patient strategies for pre-launch and launch supporting awareness, acquisition, education and adherence
  • Governance recommendations enabling client to pool resources and coordinate global investments
  • Design of company’s first pan-European digital media and distributed content plan
Tactical planning and measurement
  • Guided client and agencies in the creation of an International product Website by providing in-depth benchmarking information
  • Developed cross-channel digital measurement plan, which consisted of global KPIs, reports and an automated digital dashboard.
  • Became client’s measurement partner responsible for ongoing cross-channel reporting and program optimization, in concert with agency partners.

Results

  • We have become an extension of the client’s global marketing and market research team enabling them to evolve digital and multi-channel maturity over time, on both strategic and tactical levels.
  • Global marketing
  • Multi-channel marketing
  • Digital marketing
  • Launch planning

Behind the scenes

Since the Global marketing team was based in the US, but the launch was in Europe, this engagement required a mix of European and US talent, with strategy and analytics expertise. Our Stem leads were:


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