ADG Whitepaper_Feb2020 The future of the pharma and GP engagement model | Page 8

Is there a proven global solution
to this changing environment?
While most pharma companies have started to build
digital capabilities, their efforts can be fragmented,
often across many small initiatives. 27
Without clear strategic direction, marketing teams
often struggle to secure the funding and human
resources required to reach a viable scale, and they
cannot overcome barriers related to the Medicines
Code of Conduct and inflexible legacy IT systems. Many
companies realise they need to form partnerships to
acquire digital capabilities and specialist skills but are
often unclear about what kinds of partnerships to set up
and how to extract value from them.
Pharma companies have had some success in
overcoming these barriers by partnering with
publishers that have an opted-in audience of engaged
HCPs and prescribers, and sophisticated knowledge of
their interests.
A European market leader in this area is the M3
digital network which claims excellent levels of doctor
engagement and the achievement of behavioural
change for clients. The proviso, it says, is that content is
tailored and appropriate for the target audience. 28
An example of M3’s success is a digital campaign for
AstraZeneca that increased European
doctors’ intention to prescribe
Onglyza for patients with
type 2 diabetes.
A REPORTED
67%
INCREASED
INTENTION
TO PRESCRIBE
ONGLYZA IN THE
FUTURE
The aims of the campaign included:
• Displacing sulphonylureas for type 2 diabetes
patients on monotherapy
• Education of clinicians in the management of
patients and impact of treatment choices
• Avoiding the need for marketing approvals in
different countries
The solution was a 12-month multi-wave digital
communications program via M3 channels, using email,
display and on-site promotion. The KPIs were assessed
throughout and the outcomes included a 12 per cent
open rate for the client’s messages and a reported
67 per cent increased intention to prescribe Onglyza
in the future. 29
A 12% OPEN RATE
FOR THE CLIENT’S MESSAGES
Digital can and does work as an effective channel to engage doctors,
“
as it enables them to consume content on their terms.
”
Helen Parfitt, M3 Commercial Director
7
THE FUTURE OF THE PHARMACEUTICAL
AND GP ENGAGEMENT MODEL