evoEngage Case Study
Developing Targets into Customers
HCP Elevate
The Background
Nutritional solutions company introduced an expanded Over-the-Counter (OTC) family of products to the US market. These brands were the gold standard formula solutions for infants and children in other countries while being new product entrants in a crowded US market. The company was seeking assistance to generate awareness amongst Healthcare Professionals (HCPs), develop new customers through product trial, and create brand advocates.
Increase Product Awareness
Generate Interest, Encourage Consideration
Cultivate & Expand
HCP Advocacy
HCP Advocacy
The Objectives
Develop HCPs to become brand advocates in support of field efforts
Prime HCP customers for field readiness
Increase sales team efficiency
The Solution
- Design and implement an HCP engagement strategy to move HCPs along the adoption journey from naïve to consideration to advocacy
- Focus on HCPs the field cannot access due to bandwidth, geography and territory vacancies
- Execute engagement strategy using unique, conversational-based outreach approach
- Progress HCP customers from trialing products with patients to switching them based on symptom resolution
- Maximize sales force efforts to drive growth within HCP practices
The Results
Cumulative New HCP Advocates Developed
HCP Advocates Developed in 18 months
%
of HCP Targets Adopted Product in 2024
How Our Engagement Team Enhanced Campaign Proficiency in Year 2:
We nearly doubled the success in the campaign’s second year by:
- Proactively sharing valuable insights with the client and recommending strategic adjustments to optimize campaign outcomes.
- Streamlining the HCP engagement cycle with more frequent touchpoints and impactful messaging.
- Shifting our communication approach which led to increased identification of new patients.
- Modifications resulted in significant conversions to the brand, driving substantial advocacy growth.
HCP Target Penetration
- 2023 12%
- 2024 20%