Challenge
A leading biopharmaceutical company sought to increase awareness and prescribing activity for a treatment addressing cataplexy and excessive daytime sleepiness (EDS) in patients with narcolepsy and idiopathic hypersomnia. Despite clinical differentiation, many physicians were unaware of the therapy’s dual indication and dosing updates.
The brand’s goal was to identify and engage healthcare providers managing patients with hypersomnia-related symptoms—particularly neurologists and pulmonologists—at the precise moments of care when treatment decisions occur. To succeed, the brand needed to drive prescribing behavior and new-writer activation in a specialized and underdiagnosed market, and measure the exact impact of EHR-integrated messaging.