Our client, a renowned global biopharmaceutical company, was preparing to launch an innovative new drug for a rare genetic disease in the US market. Faced with a highly competitive landscape and the need for integrated digital engagement, they entrusted us with implementing an omni-channel digital solution to unify their communications and accelerate market penetration. Drawing on our extensive expertise in digital transformation and market access, we developed a comprehensive strategy that not only enhanced digital engagement by 30% and reduced time-to-market, but also significantly bolstered brand consistency and stakeholder alignment, paving the way for a robust market launch and sustained growth.
Challenges
- Fragmented Digital Presence: Traditional marketing channels delivered inconsistent messaging, diluting brand impact.
- Competitive Market Environment: Over 60% of biopharma launches encounter digital noise, making differentiation a critical challenge.
- Regulatory Complexity: Strict US regulations required a compliant and integrated digital approach to drug promotion.
- Engagement Tracking: Disparate data sources hindered real-time measurement and optimization of marketing efforts.
Approach
Our approach ensured seamless digital engagement and an accelerated market launch for the new drug.
Digital Landscape Audit
- Evaluated existing digital channels and assets to identify redundancies, message inconsistencies, and missed engagement opportunities across HCP and patient touchpoints
- Benchmarked competitor launch activity to map digital saturation points and identify whitespace for brand differentiation
- Mapped target audience segments, including prescribers, patients, and advocacy groups, to determine priority needs, preferred channels, and content formats
Omni-Channel Experience Design
- Defined tailored engagement journeys for each key stakeholder group, informed by insights from market access teams, KOL input, and real-world patient behaviors
- Built a modular content framework that allowed rapid adaptation of messages across channels while ensuring consistency in tone, claims, and visuals
- Embedded compliance checkpoints into each journey phase to proactively manage regulatory risk in accordance with FDA digital promotion guidelines
Platform Enablement & Analytics
- Configured our proprietary Evexa platform to serve as the unified hub for digital asset management, evidence tracking, and stakeholder collaboration
- Integrated real-time analytics dashboards to monitor engagement KPIs, content performance, and audience conversion — enabling agile adjustments throughout pre-launch and launch
- Facilitated cross-functional coordination by centralizing planning, workflows, and approvals across medical, commercial, and regulatory teams
Impact
Our omni-channel strategy transformed the drug launch process, driving significant improvements in engagement and market penetration. Key outcomes included:
- 30% Increase in Digital Engagement: Real-time adjustments and targeted content improved stakeholder interactions.
- Reduction in Time-to-Market: Consolidated workflows accelerated evidence generation and campaign execution.
- Enhanced Brand Consistency: Centralized messaging reinforced credibility with clinicians, patients, and payers.
- Improved Compliance & Governance: Integrated reporting and controls minimized regulatory risk and rework.
This integrated omni-channel approach not only supported a successful launch in a competitive market but also established a scalable digital model for future product introductions.
Expertise Utilised
- Evexa® Integrated Evidence Generation Platform (IEGP): Tailored to support cross-functional planning, data transparency, and compliance.
- KOL Network Access: Enabled validation of messaging and strategy through early expert input across rare disease specialists.
- Advanced Digital Engineering: In-house developers ensured smooth omni-channel platform rollout and ongoing optimization.
- AI-Driven Analytics Engine: Provided real-time monitoring and predictive insights to inform tactical pivots and launch pacing.
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