Eli Lilly

Self-detailing: Supporting your existing sales force activities to gain further reach and frequency

The Challenge

Create reach within a short time to support product launch

According to McKinsey the first six months post product launch is very indicative of the future success of a pharma company’s product uptake. While at the same time being a new kid on the block within the therapeutic area in question, significant pressure was put on our client’s ability to not only create new relationships with the customers and Thought Leaders, but also to ensure their key messages got across in a fast pace.

A number of digital and non-digital environmental shaping activities had been executed pre-launch, and for the product launch it was deemed necessary to continue with digital in addition to the sales force’s F2F calls to further manifest the client’s presence within the field of immunology. The goal was to reach as many HCPs within as short a time period as possible.

The Vision
We wished to create an online environment similar to that created by the sales force in a F2F setting. Clinical trial data should be explained by a physician. Knowledge checks and thought-starters to engage the audience and make them consider who would be the relevant patient for this new drug – all made accessible for the customers whenever they needed it
The Strategy

Transforming existing F2F visual aid to an online self-detailer

The Solution

Digital Insights & Strategy

Based on initial digital IQ insights covering EU5 markets and Canada, Vertic defined a strategy that aligned with the customer decision journey - in collaboration with key launch excellence stakeholders.

The strategy outlined five great make-or-break activities covering the customer decision journey. The self-detailer tactic was one of those five activities and focused primarily on the key barriers of the identified customer decision journey: unmet need, molecule awareness, product awareness, conversion, loyal prescriber.

Creative execution

The online version of the visual aid should allow for easy access yet be compliant with local regulation requiring content to be gated for HCPs and an intuitive and useful interface.

Our work included:

  • Definition of UX flows dependent on time available (TED talks approach)
  • Definition of navigational content and a virtual tour to allow for an engaging self-guided platform experience
  • Content repurposing of the existing visual aid
  • Creation of video script for every screen/slide/hot spot
  • Recording of video with physician
  • Sequenced animations to simplify a complex line of reasoning
  • Definition of knowledge checks and exercises – to increase the learning experience and likelihood of messages being recalled
  • Creation of download material of selected key data points and messaging

Traffic driving assets

A number of creative, interactive traffic driving assets were created, primarily repurposed from the knowledge checks and exercises defined for the online self-detailer.

Emails were distributed via identified most relevant third parties, driving traffic to platform. Upon accessing the self-detailer, a user profile was created, identifying the HCP. The profile sign up allowed us to send targeted follow up emails based on where the HCP left the self-detailer, and highlighting data points/content not yet consumed online.

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