Multichannel
Marketing
Consultancy

When we decided to implement CRM for both patients and HCPs, we knew we had to make a number of important decisions. The Extrovertic consultants guided us in vendor selection, policy and process development and governance for multi-channel. Along the way, they helped us understand the potential that CRM offered to each of our brands.

Alkermes

Director

Extrovertic got my pre-commercial company started on the right foot with our consumer CRM efforts. They are fearless strategists with a tremendous wealth of industry experience and knowledge who enhanced our thinking and helped shape our Marketing launch plans. In addition, they helped us select the perfect agency and negotiate a competitive rate. I would recommend them to any pre-commercial company looking to launch into a highly competitive market.

Flexion

Consumer Director

We knew marketing to consumers was a big opportunity for us but we needed a plan that was targeted to our market segments in a cost effective manner. Extrovertic was able to guide us past the traditional, expensive DTC channels to create a cost effective digital and social plan that we could take to our investors.

Symbiomix

CCO

Extrovertic built a strong business case and produced consumer insights—fast—for our DTC efforts. They understand the realities of small companies with limited budgets.

Akrimax

VP

Extrovertic is a master at turning patient insight into actionable ideas for our customers to implement. They are easy to work with and fit seamlessly into our organization. We partner with them every chance we get.

WEGO Health

Jack Barrette, CEO & Founder
Extrovertic’s combination of strategic insight and operational experience has been valuable in helping the commercial organization frame our CRM investment options and implement consistent practices that minimize risk across the portfolio.

Allergan

Executive Director

By partnering with our agency and patient services vendor, Extrovertic helped us design, launch and measure an adherence program that provides meaningful support to our patients. They helped us understand what patients need and establish the data and infrastructure required for a multi-channel program.

Sobi

Associate Director

Extrovertic is a communications consultancy that enables healthcare companies to drive sales through multichannel marketing to consumers and HCPs. We specialize in working with small-to-mid-sized health care companies.

Dorothy WetzelDorothy Wetzel

Founder, Chief Marketing Strategist

Dorothy is passionate about consumer health care marketing and is continually hunting for new ways to reach and empower consumers. As VP of Consumer Marketing at Pfizer, she built the patient marketing capabilities that turned Pfizer into a consumer marketing juggernaut, earning the spot as AdAge’s Marketer of the Year in 2001. Dorothy is a well-known thought leader and blogger in the pharmaceutical industry and was inducted into the DTC Perspectives Hall of Fame in 2010.

Dorothy has created distinctive consumer marketing strategies and launch plans for health care clients large and small. An experienced problem solver, Dorothy works collaboratively with clients to capitalize on new marketing opportunities. She holds an MBA in Marketing and Finance from Columbia and a BA in English from Tufts.

Her skills and experience include:

  • Brand Strategy & Planning
  • Content Marketing
  • Direct to Consumer Investment
  • Center of Excellence & Cross-functional Team Leadership
  • Agency Selection & Management
  • Multichannel Marketing
  • Health Literacy
  • Social Listening

Bill FlemingBill Fleming

Partner, Multi-Channel Marketing Strategist

Bill is an experienced bio-pharma strategist with demonstrated success in driving business results. A left-brain thinker, he analyzes bio-pharma markets and customers, recommends commercial strategies and designs tactics to accelerate brand growth and loyalty. He has worked with and learned from a range of brands, from rare disease to blockbuster and pre-launch to mature.

Bill is collaborative by nature and works actively with clients to solicit input, share ideas, stimulate thinking and evolve recommendations. He is committed to generating understanding and alignment on the right solution. And he writes a great deck, he says modestly.  Bill has a BA from Miami University and a Masters from University of North Carolina.

His skills and experience include:

  • Target Analysis and Segmentation
  • Multichannel Campaign Design
  • Patient Acquisition and Adherence Strategies
  • KPI Development and Marketing Mix Optimization
  • Value Propositions and Brand Positioning
  • Launch Planning and Budgeting
  • Marketing Technology Vendor Selection and Management

Extrovertic provides multichannel strategy, brand planning, content marketing and partner selection services.

Multichannel Campaigns

  • Target Analysis and Segmentation
  • Message Mapping
  • Campaign Design

Brand Marketing Plans

  • Integrated HCP/Consumer
  • Direct to Consumer Investment
  • Brand Positioning

Content Marketing

  • Social Listening
  • Content Strategy, Writing & Design
  • Media Planning

Partner Selection

  • Database Providers
  • Creative Agencies
  • Custom Content Team

Why Us?

 

Expert Guidance

We have been there before and have an eye on emerging channels, we provide clients with actionable recommendations and practical advice.

Rapid Results

Tapping into extensive experience in building multichannel campaigns, our extroverts know what short cuts to take (and as importanly, those not to), to get your campaign into the market quickly.

Broad Perspective

We consider your brand through multiple stakeholder angles so our solutions are aligned with all your customer needs, both internal and external.

 
 

INNOVATIVE DTC STRATEGY

Challenge

  • Small company with its first product was considering DTC, including TV
  • Brand team needed DTC rationale, strategy, impact, investment and media mix

Approach

  • Defined patient target and barriers
  • Estimated market size and value
  • Compared awareness and lead generation strategies
  • Recommended a smart media approach and forecasted ROI
  • Created metrics to track progress

Outcomes

Extrovertic™ recommendations for DTC investment and media mix led to a successful DTC campaign

Channel Mix and Budget

statistics chart

INTRODUCING HCP MULTI-CHANNEL MARKETING

Challenge

  • Small sales force and increasingly limited access was slowing growth of this in-market addiction product
  • Company lacked MCM experience, organization and infrastructure

Approach

  • Analyzed existing prescribing data to create HCP segments
  • Developed journeys and message maps for each segment
  • Designed email-based campaigns, working with creative agency
  • Created business rules to implement campaign

Outcomes

Campaign showed positive ROI for no-see and white space HCPs

Segmentation Design

statistics chart

CONTENT MARKETING FOR NUTRITIONAL THERAPY COMPANY

Challenge

  • Company aspires to become the leading nutritional therapy company
  • Limited information available beyond company website
  • Consumers have little awareness of nutritional therapy

Approach

  • Developed content marketing business case and communication strategy
  • Built alignment across the company
  • Developed content calendar
  • Created multimedia posts & social campaigns
  • Lead launch of company-wide effort

Outcomes

  • Company has platform for asserting their leadership and educating consumers
  • Article SEO drives page one Google rankings
Nutritional Therapy

LAUNCHING IN A HYPER-COMPETITIVE MARKET

Challenge

  • Launch timing of a blockbuster drug was moved up significantly
  • Product was up against a formidable competitor with high DTC spending
  • Management needed robust analysis to support investment decisions

Approach

  • Analyzed target demographic and media habits
  • Created “day-in-the-life” to identify media opportunities
  • Recommended multi-channel media mix, including TV
  • Developed multiple investment scenarios
  • Created learning agendas and KPIs for each channel

Outcomes

Recommendations had significant impact on launch strategy and marketing mix of this blockbuster treatment

Channel Recommendations

statistics chart

ACCELERATING REVENUE ON A SMALL BUDGET

Challenge

  • Client wanted to understand the potential for patient communication to drive sales of an in-market hypothyroid medication
  • Organization had limited consumer experience and a limited budget

Approach

  • Used social analysis to quickly develop patient insights
  • Quantified significant consumer opportunity
  • Created efficient tactical plan budgets
  • Selected cost-effective agencies and vendors
  • Developed SEO strategy
  • Provided execution expertise

Outcomes

Sales grew at double-digit rates due primarily to consumer communications

Brand.com Performance

Brand.com Performance

CONSUMER CRM FOR MAJOR LAUNCH

Challenge

  • Category-changing therapy was nearing launch, but lacked a consumer CRM strategy
  • Brand team needed integrated approach to drive switching, as well as new patients starts and adherence.

Approach

  • Identified CRM targets and launch objectives
  • Created an integrated campaign architecture based on detailed patient journeys
  • Developed data plan, learning objectives and ROI projections
  • Planned development schedule and governance

Outcomes

Consumer CRM played a significant role in new patient starts contributing to $1B+ first year revenue

Conversion Campaign

Conversion Campaign

MARKETING STRATEGY FOR A START-UP

Challenge

  • Venture-backed startup in women’s heath needed to decide to out- license or launch the product
  • Consumer-driven category, but interest in new product was uncertain
  • Management needed a convincing business case for consumer marketing investment

Approach

  • Developed patient and competitive insights via social listening
  • Estimated market size
  • Charted patient journey and developed launch scenarios
  • Defined product positioning and messaging options
  • Created tactical options and investment options

Outcomes

Extrovertic™ analysis resulted in additional venture funding for a consumer campaign

Social Listening Analysis Of Condition Impact

Social Listening Analysis Of Condition Impact

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