Challenge
The objective was to optimise the launch of the first systemic therapy in a specialised oncology space, thereby extending patients’ treatment options. We needed to challenge surgery-focused referral pathways and encourage a collaborative multidisciplinary approach.
Solution
An omnichannel programme – including a face-to-face meeting, a website with on-demand content and a webinar series – was used to drive clinical change, champion early adopters and grow brand awareness. Three clinical stakeholder personas were identified as target audiences within the programme, and a tailored engagement journey with a clear narrative and educational content was created for each persona.
Outcome
Groundwork for a treatment paradigm shift was set within 12 months of product launch. Within 6 months, 63% of oncologists surveyed recognised the brand, and 168% of the product sales target had been met. The programme won industry recognition for Excellence in New Product Introduction.