#PractitionerLevelConfidence
Driving 50% higher engagement for a mature brand through a KOL-led omnichannel strategy
The Customer
A global pharmaceutical company sought to reinvigorate prescription growth for a mature HIV therapy in a highly competitive infectious disease market. The brand had been established for several years and faced increasing competition from newer treatments and growing promotional noise within the therapeutic category. To remain relevant, a new strategy was needed that prioritized clinical value and educational content over traditional promotional tactics.
As part of Indegene’s precision omnichannel HCP engagement capabilities, BioPharm Communications, an Indegene company, designed and executed an integrated omnichannel program for a mature HIV brand, designed to help physicians identify appropriate patient types for treatment while delivering meaningful, disease-focused insights that would resonate with practicing clinicians.
Challenges
Promotional fatigue among HCPs: In a crowded infectious disease market, physicians are frequently exposed to competing promotional messages. This saturation makes it difficult for mature brands to maintain attention and differentiate themselves in a meaningful way.
Driving prescription growth for a mature brand: As newer therapies entered the market, sustaining prescription growth for an established product required a strategy that could re-engage physicians and reinforce the therapy’s clinical value.
Delivering valuable clinical content without overt promotion: The brand needed to communicate relevant disease education and patient identification guidance in a way that was credible and useful for clinicians, while avoiding overly promotional messaging.
Reaching HCPs effectively across multiple channels: To drive omnichannel HCP engagement and reinforce messaging, the campaign needed to reach physicians across several touchpoints while maintaining a consistent and compelling narrative.
The Solution
Data-driven content development
The BioPharm team leveraged proprietary Patient Care Insights™ to generate insights that informed the campaign’s educational content and provided physicians with new perspectives on patient care.
Key opinion leader engagement
A respected Key Opinion Leader (KOL) was featured in the campaign, sharing real-world patient case insights and clinical perspectives. This helped establish credibility while delivering meaningful educational value to the target audience.
Integrated omnichannel campaign
BioPharm implemented an integrated mix of digital and offline channels to ensure consistent engagement across multiple physician touchpoints.
Key campaign components included:
Direct mail
An 8-page Patient Care Insights™ clinical newsletter distributed to target HCPs, accompanied by a business reply card and prescribing information
Email campaigns
Four targeted email creatives, with both content and design created by BioPharm, designed to drive physicians to campaign content
Digital banners
Unbranded banner advertisements placed to capture audience interest and direct traffic to the microsite
Microsite
A dedicated campaign microsite hosting educational resources and video content
KOL video
A high-engagement video featuring the KOL discussing patient cases and clinical insights
Field sales support
Sales representatives were equipped with detail aids and leave-behind materials to reinforce campaign messaging during HCP interactions
This coordinated approach ensured that physicians encountered consistent messaging across multiple channels while being guided toward deeper educational engagement.
Outcomes
The integrated campaign exceeded engagement forecasts by more than 50%, delivering 2,292 total HCP engagements across all channels. Email open rates ranged from 13.7% to 32.4%, and microsite visitors averaged 1.4 minutes on site, both indicators that the content was resonating, not just reaching inboxes. The business results confirmed the approach: an 11.16% increase in prescriptions (BioPharm Analysis) and a 12:1 return on investment (Client Analysis). The client extended the program into a second phase with refreshed content and an expanded target audience, a clear signal that the strategy was working and worth scaling.
11.16% ↑
increase in prescriptions
12:1
return on investment
50%+ ↑
engagement above forecast
