Strategy
- Leverage our Navigator365™ Multichannel Equivalence (MCQ) framework to design, execute and measure a 12-month OC campaign that replicated the impact of rep visits – while ensuring cost efficiency and sustained business performance.
Tactics
- We provided end-to-end support, from insight generation to execution and impact measurement
- Channel mix: Phone calls (3 waves), Print mailings (3 waves), Owned emails (monthly), 3rd-party emails and HCP websites, Multibrand HCP site
- Content journey: Message flows defined by brand imperatives, content prepared and adapted for each channel in advance for smooth MLR review, with a “something new every month” approach to ensure continuous engagement
- Execution & tracking: Navigator365™ insights used to assign MCQ values per channel, with campaign progress tracked through a custom-built dashboard that also allowed real-time optimisation
Results
- Sales Impact: +20% sales growth vs. baseline for Product 1 and +13% sales growth vs. baseline for Product 2
- MCQ Achievement: 70,000+ MCQs delivered over 12 months – meeting target, and feasibility proven to generate 2–5 MCQs per customer annually
- Cost Efficiency: Business impact delivered at just 20% of the cost of full fieldforce alternative
- Extended Impact: Campaign renewed and extended for additional two years