There were no restrictions on when, where or who we could target.

Challenge

Every day, thousands of people are driven to seek access to medicines outside the normal commercial routes. Idis answers that need with their Managed Access Programs (MAPs). But awareness of these programs was low, so Idis wanted to get the message out about how they help people with unmet medical needs.

Objective

Increase business development contacts to Idis by 20%, equating to $2.5M, between July 2013 and September 2013.

Strategy

Communicate the impact Idis MAPs have on people’s lives through a series of documentary films, shot in an authentic style, on location, without scripts. Use social and online media to drive conversation and website visits.

Execution

The films are delivered through a responsive website, optimised for desktop, iPad and iPhone. The simplicity of design and intuitive navigation immerses the user in a journey that allows them to explore the different stories. The entire experience is intended to present a ‘soft’ call to action to find out more about Idis MAPs without detracting from the integrity of the stories.

Outcome

In the first 3 months:

30,000 website visits

450 hours of video watched

800,000 LinkedIn targets reached

40,000 Twitter interactions

New Business Leads worth $5M through the website

Category appropriateness

• Campaign is based around a series of documentary films

• An immersive HTML 5 website was created to host the films

• A fully responsive website to cater for an increasingly digitally aware audience

• Promoted through digital media channels not usually exploited in this sector

The objective of the campaign was to increase awareness of Idis and generate an uplift of 20% in business development leads to hit $2.5M. The target audience were primarily senior executives within the pharmaceutical sector, but also physicians and pharmacists who would ultimately use the service to source the medicine they needed. So we had a relatively broad target audience that also had a global presence.

The unscripted nature of the stories being told and the use of the latest HTML 5 technology to deliver a fully responsive brand microsite combine to form a highly engaging and memorable campaign that tells human stories of hope and survival from across the globe. The intuitive nature of the user journey enables people to delve deeper into the context behind each story and helps to present a soft call to action to find out more about Idis without detracting from the stories themselves.

Traffic to the site from June to August 2013 was driven by a targeted media campaign that launched in conjunction with the website. Traditional pharmaceutical marketing routes were supplemented with digital media channels not normally exploited in this sector, including LinkedIn, Twitter, and a targeted Google AdWords campaign that allowed us to reach senior pharmaceutical executives, physicians and pharmacists.

In the first 3 months the campaigned generated:

30,000 website visits

450 hours of video watched

800,000 LinkedIn targets reached

1,000 targeted Twitter followers

650 Retweets

40,000 Interactions

This resulted in us surpassing our target of increasing awareness of Idis and their MAP offering and specifically our goal of reaching our core target audience. We needed to generate a 20% increase in business leads, which again was surpassed with a total uplift of over 40%. In total, 13 New Business Leads through the website translated into 7 new proposals. Of these, 4 were considered solid leads that are estimated to be worth more than $5 million, twice the value of the goal initially set out.

It was essential that all campaign messaging took its cue from Idis’ value of ‘patients are at the heart of everything we do’. The campaign was therefore planned around the idea that it should be minimally promotional, presenting a ‘soft’ call to find out more about Idis MAPs without detracting from the integrity of the stories being told.

The films are delivered through a responsive campaign website optimised for desktop, iPad and iPhone, and designed to immerse the user in a journey that allows them to explore the stories, intuitively arriving at a single point of contact to find out more about Idis.

Our target audience was reached by seeding the campaign through digital media channels not usually employed in this sector, including:

- Targeted LinkedIn advertising

- Twitter – promoted tweets and sponsored followers to tap into key influencers

- Google Adwords

- YouTube targeted advertising

Idis Managed Access Programs (MAPs) can provide patients who have run out of treatment options with access to medicines that are otherwise unavailable, but awareness of them was low. All too often customers were using their clinical CRO to implement these programs rather than a specialist expert like Idis. We therefore needed a campaign that not only highlighted what a MAP is, but also positioned Idis as the undisputed leader and specialist expert in providing MAPs.