EU7 Multi-channel HCP Engagement Campaign European Healthcare Company
The Challenge
Our client required an engaging creative campaign to launch a collection of online educational materials and inspire behaviour change within HCPs across EU7 markets.
The Solution
KVA created the ‘Look beneath the surface’ campaign – encouraging HCPs to dig deeper into patient symptoms when diagnosing allergies and autoimmune disorders. The comms objective was to increase referral for testing using IgE blood tests for allergies, with a master business objective of increasing test sales.
The Technology
- To support the campaign from an awareness point of view, we created a central content-managed hub of e-learning tools
- KVA held a seminar to train all European Marketing Managers
- Managed Eloqua emailer campaigns
- PPC campaign, strategy and management
- A suite of websites, video, roller banners, exhibition stands, editable templates and email signatures
- Bespoke scripts to allow data transfer between Eloqua and Veeva
The Benefit
- 618% increase in engagement
- Overall increase in brand market share
- Our KPI for month 1 was reaching 5000 users - we achieved 29,050 users
- Focus on quality of users over quality, backed up by a robust conversion strategy to qualify someone as an HCP user.
Adventure Awaits
'However people choose to engage with a brand, we should be ready to respond with a relevant experience and consistent message.'