Customer Experience Case Study
Enhancing Healthcare Marketing for a Pharma Brand through Advanced Analytics in Patient Journey Mapping
Introduction
A leading medication for the treatment of Attention Deficit Hyperactivity Disorder (ADHD), sought to enhance its marketing strategy to better engage potential patients and healthcare providers. Recognizing the complexity of the patient journey—from diagnosis to treatment—NettScience partnered with the brand to leverage advanced analytics in mapping the patient journey. This initiative aimed to optimize marketing efforts, improve patient engagement, and ultimately drive prescriptions for the brand.
Key Challenges
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Complex Patient Journey: The path from ADHD diagnosis to treatment can be convoluted, often involving multiple stakeholders, including patients, caregivers, and healthcare providers.
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Limited Engagement: Existing marketing strategies were not effectively reaching or resonating with potential patients and their families.
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Fragmented Data: Data on patient interactions, preferences, and behaviours were siloed across various channels, making it difficult to gain a comprehensive view of the patient journey.
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Ineffective Messaging: Marketing messages lacked personalization and did not adequately address the concerns and needs of different patient segments.
Our Approach
Data Integration and Management
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Consolidated data from various sources, including CRM systems, social media interactions, website analytics, and patient feedback.
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Created a unified data platform that provided a 360-degree view of patient interactions and engagement.
Patient Journey Mapping
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Developed detailed maps of the patient journey stages: awareness, diagnosis, treatment decision-making, and ongoing management.
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Identified key touchpoints where potential patients interacted with Vyvanse-related content and information.
Segmentation Analysis
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Utilized advanced analytics to segment patients based on demographics, behavioural patterns, and treatment preferences.
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Identified high-value segments such as parents of children with ADHD, adults seeking treatment, and healthcare providers.
Personalized Campaign Development
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Created targeted marketing campaigns tailored to each segment's unique needs and concerns.
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Developed educational content addressing common questions about ADHD and Vyvanse treatment options.
Performance Monitoring
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Implemented real-time dashboards to track campaign performance metrics such as engagement rates, conversion rates, and prescription fills.
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Continuously analysed data to refine messaging and optimize marketing strategies based on patient feedback and behavior.
Results Achieved
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Increased Patient Engagement: Engagement rates across digital channels increased by 30%, indicating that personalized messaging resonated more effectively with target audiences.
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Higher Conversion Rates: Prescription rates for the brand rose by 17% within six months of launching targeted campaigns.
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Enhanced Understanding of Patient Needs: The insights gained from journey mapping allowed the brand to better address patient concerns through tailored content and resources.
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Optimized Marketing Spend:
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By focusing on high-value segments and effective messaging strategies, the brand achieved a 25% increase in ROI on marketing expenditures.
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