CASE STUDY
Digital marketing strategies for patent-expired drug portfolio to effectively compete with generic alternatives
Pharmaceutical x Design
Design Research
Design Thinking
Client
Fortune 500 pharmaceutical company
Location
Singapore
Project stage
Idea
Launch
HOW MIGHT WE...
Find digital strategies for our field reps to better engage with healthcare providers
SO THAT...
Our patent-expired drug portfolio can effectively compete with generics?
The Deliverables
📦
To address this, we first gained a deep understanding of the situation by shadowing field reps and interviewing doctors. This process revealed diverse doctor personas, varying relationships with pharma across doctors, and the key drivers behind their prescription behaviors. Armed with these insights, we conducted a 3-day design thinking workshop with the client’s marketing team and field reps, focusing on crafting innovative ways to reach, engage, and retain their HCP customer base.
The Deliverables
To address this, we first gained a deep understanding of the situation by shadowing field reps and interviewing doctors. This process revealed diverse doctor personas, varying relationships with pharma across doctors, and the key drivers behind their prescription behaviors. Armed with these insights, we conducted a 3-day design thinking workshop with the client’s marketing team and field reps, focusing on crafting innovative ways to reach, engage, and retain their HCP customer base.
The outcome
The outcome? Three promising new digital engagement solutions ready for prototyping. Additionally, we unearthed valuable insights about HCP behaviors that the client had previously not fully grasped.
