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Last Updated on February 16, 2024

Client situation

A pharmaceutical company with focus on the Benelux had the aim to increase their contact frequency and coverage with healthcare professionals, especially GPs. They experienced that creating personal touch points contributed to a better understanding of their treatments. Their additional goal was to find out how their target group liked to be contacted regarding content & channels, enabling them to improve their contact frequency.

Challenges

Although they have several sales reps, the organisation concluded that the coverage and frequency of their sales reps was limited. They also wanted to contact their target group in a more effective and efficient way. They were facing a limited number of opt-ins to contact HCPs by email to find out channel & content preferences. Another conclusion was that they were suffering from opt-outs from GPs they wanted to contact digitally.

Approach

To be successful ,we made a clear segmentation of the target group. The aim was to determine who we wanted to contact and why? And very important is to select the right content to be offered for the right segment of GPs.
To come up with a not too lengthy script for the call, we discussed with our client what 3 questions we should ask to find out how the company can be relevant for the GP? In this way, we collected the content & channel preferences for communication with the GPs.

Data logging

All data collected was logged in a GDPR proof way and also the dialogues with the GPs were captured, giving our client the possibility to deep dive into the details of the conversations. And off course a summary of the highlights was provided.

We also applied a test and learn approach. After a series of dialogues, we evaluated the results with the client. And where needed we adapted the approach to improve the results.

Results

  • Collected from more than 50% of GPs specific channel & content preferences.
  • Of the GPs without an opt-in, we received from more than 70% an opt-in.
  • Turned more than 40% of opt-outs into opt-ins.
  • The marketing team was able to engage digitally with GPs based on provided opt-ins and preferences.

What can OptInsight do for you?

We offer solutions and services for pharma & life sciences companies with focus on increasing your reach to healthcare professionals (HCPs).

The OptInsight e-consent and preference management solution allows pharmaceutical companies to manage the collection, storage and use of personal data in a compliant and secure manner. It provides a centralized platform for managing e-consent records (opt-ins AND opt-outs) and preferences, including the mandatory audit trail. It functions as a single source of truth, preventing scattered personal and consent data throughout your company. It also shows the latest consent status and preferences, which allows you to engage with HCPs based on the right data.

With our partner ecosystem, we can also support you on collecting opt-ins (up to 50%) and preferences (increase of up to 50% of HCP preferences), adding touch points to your customer journey with high end phone calls, improving the quality of data collected, creating social media campaigns, construction of websites and building HCP portals. Our very experienced pharma experts can support you at building the right governance structure for your company and at developing and implementing your omnichannel engagement strategy. Are you interested? Have a look at www.opt-insight.com or contact me at erik.luttik@opt-insight.com.

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Curious?
Schedule a meeting with us.

Tip: involve your colleagues from other departments within your company.
In this way we can instantly answer questions and provide clarity from various points of view.

Erik

Marketing & Product Director

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