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Driving 1.9x Incremental ROI: How Indegene's Omnichannel Strategy Transformed a Urology Brand's Market Reach and Revenue Growth
Client Background
A major urology brand was seeking to enhance brand awareness and share of voice while expanding its footprint beyond a limited target universe, which was predominantly reached through its sales force. The brand aimed to increase its growth opportunities by expanding awareness and adoption among a broader primary care audience.
Business Challenge
The primary challenge was to expand awareness and adoption of the brand in a cost-effective and impactful manner. The brand needed to focus on key benefits and ease of use against the Standard of Care (SOC), which had a similar Mechanism of Action (MOA), to effectively compete and grow in the market.
Solution
Indegene developed and executed an omnichannel strategy that included:
Target Audience Identification: Identified approximately 21,000 whitespace HCPs based on writing potential, Invisage™ insights, and payor coverage
Customer Journey and Channel Orchestration: Created a tailored customer journey and channel orchestration plan for key HCP personas
Channel Execution: Activated and executed the integrated customer journey through email, programmatic, social media, and EHR channels
Unified Messaging: Ensured cohesive and unified messaging across all channels, leading to high reach and engagement
Key Outcomes
The omnichannel program delivered significant impact, including:
Reach and Engagement: 99% reach and 94% engagement across targeted HCPs.
New Writers: Activated 3,767 new writers.
TRx Generated per Digital Rep Equivalent (DRE): 1.2
Incremental ROI: 1.9x
Cumulative ROI: ~20.5x
New Writers ROI: ~3x
Prescriber Digital Engagement (PDE)/TRx New Writers: 4.4
The successful activation and execution of the integrated customer journey strategy, utilizing email, programmatic, social media, and EHR channels, led to a substantial increase in the brand's market presence and return on investment.
99%
Increase in reach
94%
Increase in engagement
20.5x
Cumulative ROI
