Strategic Design
Gynecological Product Launch
Multichannel strategy
A pharmaceutical company needed to launch a new indication and dosage for an existing gynecological drug. The aim was to inform and engage general practitioners and gynecologists to increase awareness of the disease and of the product, developing a network for the doctor reference.
A multichannel strategy was implemented to carry out an awareness campaign on the condition and on the new indication adn dosage of the drug.
The online communication model made it possible to create a scientific information plan through a series of actions both in the premarketing and marketing phases (DEM campaign, editorial plan, web platform, report), developing a structured path and setting the stage for the monitoring and segmentation of the doctors’ behavior.
The supporting offline activities established contacts with the KOLs and facilitated meetings and events defining the guidelines for the new use.
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strategic objectives
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training with KOL
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e-Detailing model
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launch event
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of redemption data
