END-TO-END PRODUCT CAMPAIGN
Bioventus asked our help to increase the awareness of the advantages of DUROLANE, a single injection treatment to relieve the pain of mild- to moderate osteoarthritis, among healthcare professionals (HCPs). More specifically, Bioventus had the desire to demonstrate their safe and proven technology and long lasting effects of DUROLANE by communicating the results of the Leighton et al. study. The study compares intra-articular hyaluronic acid gel as single-injection for knee osteoarthritis with methylprednisolone acetate (MPA) in a clear and understandable way.
Since DUROLANE is marketed in over 18 countries – mainly in Europe but also in Canada and Indonesia – it was also important that the proposed solution would be suitable for this international audience.
An initial discover workshop with Bioventus generated the following aims:
The campaign was an opportunity and a challenge. We had to grab the attention of physicians across 18 different countries and in 13 different languages to promote the value of the most recent level one evidence on DUROLANE therapy, and its impact for care and management of osteoarthritic patients.
We deployed the campaign at key touch points with physicians, and the format and messages have been progressively evolved based on preliminary feedback we have received from our customers, and the observations of our sales force.
Medicalwriters.com understood the complete picture of the project, and how it could be communicated in the best way, so we have had a great collaboration. I believe their expertise in the medical field was an important factor for our confidence. I appreciated not having to pay for time to teach them what I needed them to do.
The eLearning course was an easy and effective medium to use for training sales representatives on the Leighton et al. study. By using an online course, sales representatives were able to access the course at any time during the day, and on any device such as their iPads or laptop computers. For this project, the inclusion of a course quiz and reporting allowed management to track participation, and results.
Once DUROLANE sales representatives were well-informed, the Leighton Study video and email campaign went live. Again, by using a medium such as email, campaign results were easily tracked through measures such as email opening rate, direct product enquiries, and number of video views.
TAKE A LOOK AT THE VIDEO
We reached a high opening rate in our email campaign, between 30% and 54% from an international market. This means we could see which clients were engaged and interested, and therefore which clients our sales teams could focus on and call-upon those accounts.
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