Case Studies

Orchestrating a global
multi-channel launch

Client

  • VPs of Global Marketing for an in-line and launch brand treating Multiple Sclerosis

Challenge

  • Global Neurology franchise lacked cohesive Global digital strategy for established in-line brand and biggest profit driver to company
  • Franchise was also 18 months from the launch of a new product, it’s first launch in 10 years
  • Develop a coherent global franchise-wide multi-channel strategy addressing both Healthcare providers and patients and balancing the needs of a mature product versus a launch brand.

Solution

Insight development
  • Reviewed audience channel preferences
  • Developed communications plan, mapping customer needs and communication objectives to each stage of the treatment decision cycle
Strategy formulation
  • Developed global multi-channel strategy for Franchise overall and both brands
  • In-line brand strategy concentrated on leveraging rep-triggered email to deliver micro-content designed to close Neurologist learning gaps
  • Launch brand strategy concentrated on awareness via paid media, and product education via distributed content, opt-in email and rep-triggered email to extend rep dialog
Tactical planning & program management
  • Supported selection and on-boarding of vendor partners
  • Developed tactical briefs and business requirements
  • Program managed implementation of all creative and technical assets, including integration with IT to support launch of SF Cloud, Veeva i-Rep and MI Touch
  • Specified “deep linking” approach to pass customer-level interaction data to sales reps
  • Drove global-local roll-out process across 5 markets in the EU

Results

  • Strategy which was endorsed by VP represented the most sophisticated multichannel launch in the company’s history
  • Global assets delivered on-time and rolled-out across multiple markets
  • Customer journey
  • Global marketing
  • Global digital strategy
  • Marketing technology

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, covering both strategy and program management expertise. Our Stem leads were:


How can we help you succeed?

Call us at +1 (212) 705-8739 or complete the form below and we will reply within 24 hours.