Pharmaceutical CRM Strategy for MM Treatment Launch
This case study details Dentsu USA's strategic approach to enhancing the brand's CRM profile for a pharmaceutical company's multiple myeloma (MM) treatment. The initiative aimed to address 20-28% of physicians' access challenges by leveraging audience segmentation and multi-channel communication. Dentsu developed a tailored strategy that balanced accessibility, reachability, and profitability, focusing on generating interest across addressable, targeted, and non-addressable audiences. The campaign utilized brand-owned channels like email and dimensional DM campaigns to drive awareness and prescriptions. Results included a significant increase in prescriptions and improved brand perception, demonstrating the effectiveness of a data-driven CRM strategy. The approach highlighted the importance of personalized engagement and strategic messaging in overcoming access barriers in healthcare.