Transforming untapped potential into category dominance
CASE STUDY: NON-PERSONAL PROMOTION
The Challenge
Brand X aimed to become the #1 recommended skincare brand among Pediatricians. As part of this effort, the brand wanted to validate how media-driven omnichannel communications alone could positively drive behavior change among white space/non-called Pediatricians.
The Solution
DiD Conducted a 3 to 6 month test to show the value of targeted Media in increasing Average Weekly Recommendations (AWRs) among Pediatricians, as measured by IQVIA ProVoice. The team identified the “white space” Pediatrician targets with the highest potential and ran a hyper targeted 1:1 campaign.
Outcomes
- 39% Market share growth among targeted Pediatricians
- 50% Increase in AWRs among targets since launch of pilot