Direct Results
If you’ve been looking through the D&R LATHIAN site, hopefully you’ve come to understand our focus: devising programs that lead to Direct Results.
Whether the success measure is ROI, response rates, driving more eyeballs to an online asset, bodies to a booth, etc, the core of what we do for our health care industry clients can be summed up as such: Cost-effective programs that provide targeted reach, staged frequency, award-winning creativity, strategic expertise, and multichannel engagement that results in better brand performance. We think the core of what we do is best summed up in the work we’ve done. Here are just a few of our case studies that speak for our approach and the kinds of success metrics you can have for your brand.
Engineered. Results.
Challenge: Client needed to raise brand awareness and provide a way for ophthalmologists to opt-in to receive samples for their practice
Solution: Multiwave interactive multichannel marketing program that consisted of variable data personalized vehicles that drove to a personalized variable data communication micro-site via pURL (personalized URL).
The micro-site was produced and launched in 4 weeks, featuring:
- An engaging, personalized brand experience
- Brief profiling questions capturing actionable, attitudinal data
- Opportunity for ophthalmologists to request samples and educational support items
- Real-time notification of both sales force and marketing each time an ophthalmologist opted-in for support so that requested items could be personally delivered where possible
Results: 19% mail-to-micro-site conversion
% of ophthalmologists who used their pURL and went to their personalized micro-site
93% opt-in
% of visitors to their personal micro-sites who submitted for samples and educational support
Client: NEVANAC
Category: Ophthalmology
Immersive. Results.
Challenge: Maintain awareness and solicit sample requests from both called-on and non-called-on physicians during 12-month period
Solution: Two separate, multiwave direct mail campaigns with intellectual challenges and content designed to elicit engagement and response. Both campaigns had a common BRC offer for samples.
Results: ‘Did You Know’ (called-on physicians) campaign produced average response rate of 15.71%
‘Be Aware’ (non-called-on physicians) campaign produced average response rate of 13%
Client: OMNICEF
Abbott Labs
Category: Anti-infective
Consistent. Results.
Challenge: Create awareness during the launch of new indication, in a new therapeutic category (rheumatology), driving to the American College of Rheumatology annual scientific convention for further engagement. Program also included post-convention follow-up direct mail tactics.
Solution: Multi-wave, unbranded dimensional, and flat interactive direct mail campaign targeting 7,500 healthcare professionals, including targeted rheumatologists – provocative vehicles facilitated interactive review of MOA.
Results: Campaign produced 15.7% Total Response Rate.
Client: RITUXAN
Genentech + Biogen Idec
Category: Rheumatology
Cost-effective. Results.
Challenge: Client needed to raise brand awareness, and provide a way for ophthalmologists to opt-in to receive samples for their practice.
Solution: Multiwave interactive multichannel marketing program that consisted of variable data personalized vehicles that drove to a personalized variable data communication micro-site via pURL (personalized URL).
Results: 52% response rate 16:1 ROI
Significantly increased sales force access with hard-to-reach docs and was clear favorite with the field
Client: LIDODERM, Endo
Category: Pain Management
Supportive. Results.
Challenge: Help dermatologists with patient education in the interest of improving adherence by providing them tools that could help their patients make healthy lifestyle changes
Solution: Actinic keratosis (precancerous growths) Patient Support Kit
- Motivational disease state education booklet
- Administration/dosing instructions
- Office visit reminder card for follow-up exams
- Patient treatment checklist tracks therapy
- Supportive, relevant consumer product goods coupons
- Foil packs of moisturizer and sunscreen
- Kit bag that doubles as collapsible hat for protection from sun
- Prescribing Information
Results: 50,000 kits distributed in 2009 - Client re-ordered for 2010
Client: LEVULAN, DUSA
Category: Dermatology