This pharmaceutical company is the #1 IBD treatment brand globally — but in the US market, they were virtually unknown. With the launch of a new IBD treatment, they needed to simultaneously build brand credibility and product demand across three distinct, high-stakes audiences: Healthcare Providers, Patients, and Payers — each requiring a completely different message, channel, and conversion strategy.
Global leader. Zero US awareness. One new drug. Ninety days to build demand across three completely different audiences simultaneously. We delivered 5.69x ROAS.
The Challenge
Solution
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Maximize Audiences & Channels
Audience Architecture
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- Applied proprietary analytics to map the distinct behaviors, attitudes, and media consumption habits of HCPs, Payers, and Patients
- Intelligence informed influencer outreach, partnership strategy, media targeting, content creation, and SEO simultaneously across all three audiences
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Precision Lead Generation
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- Deployed both traditional and digital media driving Providers and Patients to two separate, audience-specific websites optimized for lead capture
- Geo-fenced Community and Hospital-Based Infusion Centers to reach active IBD patients at the exact moment and location of highest relevance
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Sales teams activated HCP leads in real time while marketing sequenced and nurtured patient leads through tailored content journeys
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Results
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Metric
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Result
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|---|---|
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Return on Ad Spend
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5.69x ROAS
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Click-Through Rate
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2.3% CTR
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Total Conversions
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1,000+
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"Three audiences. Three strategies. One unified launch. We built US demand for a global brand from the ground up — in 90 days."
Launching a new drug or medical product into a crowded US market? We know how to build demand at every level of the ecosystem.
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