Challenge
A mid-sized pharmaceutical company faced a critical juncture: their flagship physician-administered biologic brand was nearing loss of exclusivity (LOE), and a new brand extension was preparing to launch. The stakes were high, with two key goals.
Key hurdles included:
- Convert existing patients from the LOE product to the new brand.
- Drive new patient starts among untreated individuals.
But the market was saturated. While the market was crowded with biosimilars and newer branded products, only 3 of the brands were doing DTC advertising, 2 of the brands had a heavy TV presence. The brand needed to cut through the noise with smarter, more efficient patient engagement. Although the client had already mapped the clinical journey, they sought a deeper understanding of audience behaviors—and a way to translate those insights into action across high-impact media channels.