Event-based professional acquisition and relationship management

Objectives:

• Integrate with brand strategic objectives and eMarketing goals to increase healthcare professionals' awareness and understanding of the science behind this launch drug and help position it as an advanced medicine with a clinically differentiated profile compared with its blockbuster predecessor product
• Attract and engage healthcare professionals at an important event
• Acquire contact information and relationship marketing data from visitors
• Measure performance of various event-based tactics and present results

Cadient's Role:

Cadient developed an exciting event-based marketing program that drew high numbers of healthcare professionals by creating an all-digital booth experience, complete with an electronic Detail Aid, access to all branded electronic assets including an e-mail opt-in, and use of a "Cyber Café" for Internet surfing. This program was technically and strategically superior to anything else that was being presented at the association event.

Cadient's logistics team was involved in planning and coordination in preparation to deploy over 40 interactive stations that were placed throughout the exhibit. The interactive stations supported various roles including:

• Segmenting users based on practice habits and interest
• Quizzing users on their existing knowledge of the therapeutic area and the brand
• Controlling distribution of valuable premium items (limiting one to a professional)
• Preparing downloadable patient ed materials personalized with the professional's practice information
• Presenting brand information to professionals at each station throughout the booth

At the conclusion of the association event, Cadient continued to serve the brand's marketing goals with an e-mail-based relationship marketing program that reached out to professionals after the event

Results:

• Tracked daily event metrics through a real-time dashboard that displayed various results including number of visitors, segmentation information, survey information, detailing time, and more
• Captured the largest number of HCP registrations—over 4,000 healthcare professionals from a three-day event
• Tracked average detail time to each healthcare professional as over eight minutes
• Continued to demonstrate why category leading brands choose to work with Cadient
• Elevated this brand to become one of the most successful product launches in recent history through an event-based marketing program component of the interactive launch strategy