Increasing adoption of a key program

Objective

A leading global supplier of healthcare products and services was exclusively offering a multi-dose packaging system that provides an easy and convenient way to track and take medicine.

The client was creating a pilot direct-to-consumer campaign to help inform future efforts for the product, and was in need of a partner to execute the plan and approach. Movéo developed recommendations on the target audience as well as tactical recommendations for the rollout in a select geographic area.

Discovery

In order to accurately convey the information of the new product, Movéo’s team participated in a series of kick-off discussions with the owner of the partnering company. From these sessions, our team could better understand the previous marketing efforts for the service, and apply these learnings to our recommendations moving forward.

Solution

The kick-off meetings made way for our team to develop a tactical roadmap for the program’s direct-to-consumer pilot campaign. After first laying out the objectives of the campaign — to equip pharmacists to promote the new program as well as generate consumer awareness — along with the target audiences, the roadmap gave the client an in-depth look at each different tactic with a breakdown of the strategy, deliverables, and distribution channels. In partnering with a third party, we received an email list to distribute marketing materials in select geographic locations.

Implementation

Movéo’s Creative Technology team brought the contents of the tactical roadmap to life by developing a wide range of creative tactics targeted to both pharmacists and consumers to spread the word about the new product offering, which included the following:

Pharmacist information packet
Pharmacist webpage template
Consumer webpage template
Brochures (pharmacist and caregiver/home health audiences)
Packet holder
Tear pad coupon
Facebook ads

Results

Based on the learnings from the pilot campaign, the client could more easily project where future marketing efforts should be focused based on initial results and product adoption, which helped to inform future budgets, targeting, and priority marketing communications.