ADG Whitepaper_Feb2020 The future of the pharma and GP engagement model | Page 9

Pharma companies and their marketing teams are
having similar success in Australia with those willing
to embrace this new digital landscape seeing strong
positive results.
Below is a real-world example of how a digital-
led engagement model helped an Australian pharma
company to better engage and support the needs of GPs:
GPs THAT OPTED TO BE INFORMED
WITH A DIGITAL DETAIL HAD THE
CONFIDENCE TO
WRITE
3X
AS MANY
SCRIPTS
“
We had recently changed our go-to-market model
for two of our primary care brands. These brands were
no longer supported with a dedicated field force and our
marketers faced additional complexity as the two brands
were at different points in their lifecycles; one recently
launched and the other well-established in market.
“As we searched for digital solutions within the
Australian market we came across ADG and Access.PLUS.
Their ability to target specific cohorts of GPs with our
branded content, along with its pay-per-performance
model was attractive. This campaign is the first of its kind
for MSD in Australia and has the potential to influence the
future direction of pharma marketing.
”
Karen Howard,
MSD Marketing Manager, Women’s Health
As technology, data integration and reporting catch
up to the possibility of new digital go-to-market models
available, we are now able to better prove the positive
ROI and challenge why digital engagement models are
not a critical part of all plans.
A leading brand in the diabetes market chose to
promote their product through the new HCP digital
engagement channel, Access.PLUS. With a strong first-
line sales force already in place; they were looking to
extend the reach of their messaging whilst informing and
educating GPs across Australia.
In order to provide a dedicated area to fully
explain the products benefits and use cases, a ‘brand
destination’ was developed to house five long-form
advertising e-details. Housed within AusDoc.PLUS,
which has an audience of 41,000 highly engaged
prescribers, hooks and headlines are distributed across
the site and e-newsletters to increase traffic to the brand
destination’s e-details. The details were heavily branded
and promotional in nature, whilst conveying condensed,
evidence-based information which appeals to GPs.
In a market where total sales of mixed insulins were
-0.93 per cent over 9 months, the current go-to-market
supported by first-line sales reps drove a +136 per cent
growth in scripts written. However GPs that opted to be
informed via a digital detail which provided them with
the confidence to prescribe the product, translated to
three times as many scripts being written.
NostraData: Mixed insulin market growth rates 30
400%
376%
350%
300%
Scripts amongst
e-detailed GPs
250%
224%
200%
150%
136%
100%
50%
0%
-50%
8
Scripts amongst
non e-detailed GPs
108%
93%
0%
0%
0%
Period 1
43%
-13%
Period 2
(+3-months)
THE FUTURE OF THE PHARMACEUTICAL
AND GP ENGAGEMENT MODEL
-4%
Period 3
(+6-months)
-1%
Period 4
(+9-months)
Total mixed insulin
market