Creating an interactive launch and relationship marketing strategy

Objectives:

• Establish an eMarketing plan and presence for the multi-indication launch of a high-profile neuroscience brand that is a follow-up to a category-leading blockbuster drug
• Drive professional awareness and education to encourage product trial and adoption
• Provide support for on-therapy patients in conjunction with the consumer roll-out
• Engage information-seeking consumers and symptom sufferers to turn product interest into action

Cadient's Role:

Cadient developed a comprehensive eMarketing plan to provide support for both consumers and professionals and address the brand's multiple indications by integrating components of public relations, advertising, promotion, and relationship marketing efforts. Cadient leveraged online research and core brand research to develop a program heavily driven by customer demand and insight. The program was implemented in a phased approach that rolled out information in conjunction with FDA approvals and DDMAC clearance.

The professional program encompassed Internet advertising, a peer-delivered educational e-mail series, an innovative in-depth science module experience, and a lead retrieval convention program to drive awareness and provide professional support and education.

The consumer program targets symptom sufferers through content and creative that targets key brand behavioral segments. The Web site includes a relationship marketing program to support patients' initial experience as well as activate information seekers and a consumer-friendly mechanism of action. The consumer program also includes an unbranded PR support Web site.

Results:

• Developed connected Web properties
• Consumer, professional, and unbranded sites
• PR initiatives and conventions
• Created largest pharmaceutical physician eRM program
• Recieved the highest response rate ever for a major online medical journal with over 3,000 clicks for professional e-mail sponsorship
• Collected over 4,000 registrants in database at full product launch
• Showcased the suite of Cadient services including strategy, application development, conventions, and Internet advertising