Indian Pharma MNC goes digital to tackle lost market share
About the Industry Partner
Our Industry Partner is one of the premium branded generic pharmaceutical companies of India. With focus on almost all the major therapeutic areas, this report covers the challenge faced by them in the 3 molecules in the management of osteoporosis namely; Calcium, Vitamin D3 & Teriparatide.
Calcium & Vitamin D3 helps in meeting insufficient dietary requirements associated with osteoporosis.
Teriparatide, a biosimilar helps in building new bones in cases of severe osteoporosis.
Business Challenge
Company was losing market share to its competitors for all the three molecules in both prescription & OTC markets.
We identified the following key concern areas.
(covered by sales team)
- Low brand recall
- Inconsistent HCP engagement
- Quality gaps in sales team’s messaging
- Insufficient coverage of remote HCPs
(not covered by sales team)
- Low brand awareness
- No scientific engagement
- Poor sales team coverage
- Gaps from channels on messaging
Identified Key Objectives
Evidence-Based Positioning
Consistent Engagement
Wider Reach
We went beyond “REACH”
HCP Sentiment Analysis
- Unprejudiced social listening to understand trends around the brands, osteoporosis, available molecules & competitors
- Contents designed as per HCP sentiments to bust myths & address concerns
- Dynamic content strategy with focus changed to “Boosting immunity”, keeping it relevant to COVID-19 information
- Spike in viewership & engagement of target HCPs across India
Innovative marketing collaterals
- Innovative GIF flyers for both online and offline promotion of our partner’s infocenter to HCPs
- Maximize reach & engagement of target audience even in tier 2 & tier 3 cities with minimum investment
An exclusive KOL engagement
- One of India’s most revered KOLs spoke on ‘Managing osteoporosis: challenges & strategies’
- Garnered highest engagement & popularity on the platform
Consistently engage & respond to HCPs
Effective engagement through customized & standard responses to HCPs comments made on the platform
UPTICK IN PRESCRIPTION & SALE
for the three brands within 9 months
IMPROVED ADOPTION
for both primary & secondary target
audiences, across metros & non metros
OFFLINE-ONLINE ENGAGEMENT
supporting the sales team in their covered
accounts and helping with consistent
messaging in non covered accounts &
specialties
Your Trusted Medico Marketing Partner
We are India’s largest online community of over 3,80,000 verified doctors. As a medico-marketing professional, we help you meaningfully engage with our clinician users through data-driven, evidence-based marketing & brand management solutions such as Infocenters, Mindset analysis, KOL webinars, Sponsored Medical Updates, Online CMEs & more.
Reach us at
solutions@docplexus.net
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