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The Challenger Value Added
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Looking for new ways to reach
the physician market? Educate.
Continuing competency training and medical education are
serious concerns to today’s primary and acute care physicians.
Challenger has successfully worked with major firms to jointly
influence the physician market. Challenger is an added value partner to industry.
Open doors by opening up physician education options.
A Case Study...
Challenger and AstraZeneca Pharmaceuticals:
The project promoted pull-through prescriptions of ATACAND, an
angiotensin II receptor blocker (ARB). Client desired enhancement of
Atacand’s managed care contract offering, increased awareness of Atacand
among physicians affiliated with MCOs, and establishment of an ongoing communication system with affiliated MCO physicians
once Atacand achieved formulary status.
Challenger provided free specialty-specific medical practice sites to a targeted list of OBGYNs, as well as
patient education booklets and information on hypertension designed by the firm's agency.
Using direct mail, the agency contacted 35,000 IM, Cardiology, and Family Practice physicians with the
offer of a free web site and printed patient education booklets. web site and patient education booklets
positively impacted physician and consumer markets. The approach was segmented according to (a) MCO
plans on formulary, and (b) by the amount of ARBs written. Challenger processed the written registration
forms, email responses and calls to create for each respondent a practice specific web site and related
practice marketing materials.
Challenger provided AstraZeneca sales reps with training on the value of AstraZeneca specific web site and
related practice marketing materials. 363 physicians responded wanting to receive a free AstraZeneca specific web site. The customer
service representatives contacted the practices to walk through setting up the practice-specific web site.
Once the practice was online, the practice was sent an AstraZeneca specific set of marketing materials.
Results Achieved:
Pharma realized a three percent (3%) growth in prescriptions written in the period of evaluation.
Pharma-to-Physician
· Improved physician loyalty by providing real value
· Provided product differentiation
· Provided structural endorsement of specific brand
· Increased pull-through
Direct-to-Patient
· Positively impacted consumer awareness
· Created product preference
· Provided direct channel to communicate with
physician's patient base
New Branding Opportunities Emerged
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