Pharma > A: Communications to Healthcare Professionals
SUDLER & HENNESSEY, London / PFIZER / 2015
Overview
Credits
Audience
Pharmacists - predominantly in the hospital setting
BriefWithProjectedOutcomes
This was UK-only piece. Mailers to HCPs allowed in UK (no gimmicky give-aways can be included and they have to adhere to the ABPI where claims must be fair, balanced, substantiated – with no superlatives or hanging comparisons. There is a limit on how many times you can mail an HCP per brand – but we were well within this with the VFEND mailers.
CampaignDescription
How could we quickly communicate to pharmacists that VFEND's label had now extended into prophylaxis as well as treatment?
We decided to raise awareness of VFEND's label change in invasive fungal infection (IFI) via DM - and rather than use the existing creative campaign, we developed something that was specific to this new message.
ClientBriefOrObjective
Develop a bespoke tactical piece that focused predominantly on this new SPC change - then conveyed the full VFEND brand story below the immediate message. Target audience: Pharmacists - predominantly in the hospital setting; UK.
To create rapid awareness of this new change in VFEND's label which created another strong reason to prescribe that the rep would pick up on during the sales call.
Execution
We used bubble wrap - as something synonymous with protection - to simply deliver the new SPC, with updated indication, to the pharmacist. This was a tactical piece where the creative idea focused on the big new message for the brand - not on using the existing brand campaign - though we of course used the existing brand elements.
Single DM burst that went out in January 2015 - ahead of reps then following up on the target via calls and detailing
Outcome
The focus was on widespread awareness among pharmacists - there was no direct response element. However, this mailer (along with a Christmas Cracker mailer sent to Hematologists in December) received a lot of attention within Pfizer - who commissioned us to develop 12 mailers in total across their anti-infective portfolio. Positive feedback from the sales force too - who estimated around 35-40% of the target mentioned the mailer proactively during routine sales calls or when reps were visiting other hospital stakeholders.
Strategy
We identified DM as the best way to quickly and effectively reach this target audience.
We developed a creative platform based on the brief and label update that was simply: Now VFEND can be used for protection as well as treatment.
The aim was to build a mailer around this big new message, then deliver the full brand story once we had the recipient's attention.
Synopsis
VFEND's label had extended into prophylactic use as well as treatment. This was an important update to the SPC that needed to be communicated to pharmacists.
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