PharmaCo Boosts Launch Success by Tuning into HCP Channel Preferences with DJ-CHANNEL
Client: PharmaCo (Mid-sized pharmaceutical company)
Challenge:
Wasted Resources & Suboptimal Engagement Despite Omnichannel Data
PharmaCo was preparing for a crucial new therapy launch. Their teams utilized an omnichannel approach, informed by metrics like email open rates and click-throughs, suggesting channels HCPs accepted or tolerated. However, engagement remained inconsistent. Sales reps found that even when an HCP accepted communication (e.g., opened an email), it wasn't necessarily their preferred mode, leading to low-quality interactions and wasted follow-up efforts. PharmaCo realized that relying on acceptance metrics alone wasn't enough; they needed to understand the true preference rooted in individual HCP communication styles to make outreach genuinely effective.
Solution:
Implementing Data Jukebox DJ-CHANNEL for True Preference Insights To move beyond superficial acceptance metrics, PharmaCo implemented DJ-CHANNEL. Unlike standard analytics that show if a channel is used, DJ-CHANNEL's AI analyses web data to reveal the specific channels (face-to-face, video, phone, email) each HCP genuinely preferred for professional interaction. This provided a deeper understanding linked to personality and working style, enabling PharmaCo to meet HCPs where they truly wanted to be met.
Implementation & Results:
Preference-Driven Outreach Drives Deeper Engagement
Armed with DJ-CHANNEL's preference insights, PharmaCo revolutionized its launch strategy:
● Personalized Sales Interactions: Reps tailored outreach based on
preference. For example, while Dr. Jones might occasionally open emails
(acceptance), DJ-CHANNEL identified her strong preference for scheduled
video calls. Focusing on video calls led to significantly more productive
discussions than relying on email acceptance metrics. Meeting acceptance
rates improved dramatically.
● Optimized Marketing Campaigns: Marketing shifted from optimizing based
on open/click rates (acceptance) to segmenting based on identified
preference. Content delivery was sequenced according to the HCP's preferred
channel, ensuring higher initial resonance.
● Improved Resource Allocation: PharmaCo stopped over-investing in
channels that were merely tolerated and focused resources on channels
HCPs genuinely preferred, increasing efficiency.
● Accelerated Adoption & Deeper Engagement: Communicating via
preferred channels fostered receptivity. HCPs engaged more deeply with
materials relevant to their preferred style. PharmaCo saw a 25% uplift in
high-quality engagement (e.g., webinar participation, sample requests) and
a 15% faster adoption rate in the first six months compared to launches
relying only on acceptance data.
● Enhanced HCP Satisfaction: HCPs noticed the shift towards communication
that suited their style, expressing appreciation for PharmaCo respecting their
time and preferences, thereby strengthening relationships.
Conclusion:
PharmaCo's success demonstrates the power of moving beyond channel acceptance to understanding channel preference. While acceptance metrics show a channel can be used, DJ-CHANNEL's insight into genuine preference allowed PharmaCo to craft a truly personalized and respectful engagement strategy. This deeper understanding was the key to unlocking higher quality engagement, optimizing resource use, accelerating therapy adoption, and building more meaningful HCP relationships.