Challenge
Brand X aimed to become the #1 recommended skincare brand among paediatricians. As part of this effort, the brand wanted to validate how media-driven omnichannel communications alone could positively drive behaviour change among paediatricians.
Solution
We conducted a 3–6-month test to show the value of targeted media in increasing average weekly recommendations (AWRs) among paediatricians, as measured by IQVIA ProVoice. The team identified the paediatrician targets with the highest potential and ran a hyper-targeted 1:1 campaign.
Outcome
- 39% market share growth among targeted paediatricians
- 50% increase in AWRs among targets since launch of pilot