The Amplified Effect of One-to-One
Patient marketing usually takes a backseat to physician marketing and sales in many young pharmaceutical and healthcare companies. Our Vertex client, however, was determined to take a different approach. That meant developing one-to-one communications for patients across multiple consumer touch points.
Action
Extrovertic implemented a relationship marketing program, from infrastructure design to creative execution.
- Building upon our knowledge of patient behaviors, we constructed a relationship marketing program that successfully prepared patients for, and got them through, a difficult treatment regimen
- We created a best-in-class, multichannel vendor network that enabled Vertex to communicate with patients on Day One of the launch
- Using relationship marketing best practices from inside and outside the pharmaceutical industry, we developed policies and practices to reduce risk
- Our branded and unbranded creative executions made people respond by phone, e-mail, and mail
Result
To date, the program has met all key client KPIs.
