Transforming a steady decline into a return to relevance
CASE STUDY: BRAND BOUNCE
The Challenge
Brand X’s share of prescriptions for asthma was steadily declining despite double-digit TRx growth in the category and increasing biologic adoption among Pulmonologists. DiD was asked to formulate a new HCP promotional strategy and return Brand X to growth among these critical specialists.
The Solution
Refined audience segmentation and targeting strategies across Allergist and Pulmonologist audiences, created a new tailored promotional stream for Pulmonologists and used advanced analytics to find Pulmonologists who were more likely to be receptive to the brand’s message. The creative was tailored to reflect audience insights better and deliver impact with next-best-message engagements.
Outcomes
- +17% Growth in NBRx vs the prior year
- Highest growth rate in NBRx share in 5 years
- +50% Increase in sales vs prior year