Making Omnichannel Real
Understand how Ross OShea helped pharmaceutical brand teams understand Omnichannel and applied new digital process so that brand strategies and marketing materials were able to integrate into a larger Omnichannel approach to customer experience.
Challenge
Multiple brands for a large pharmaceutical company were struggling to see the full effectiveness of their budgets, messages, and tactics across their marketing efforts.
Solution
Consistently identified most impactful moments in patient journey for building better customer relationships. This was achieved by creating a repeatable framework that helped each brand team move towards a consistent Omnichannel approach. The framework was built on customer experience principles and provided a foundation for creating engagement plans that included tactics, content strategy, and channel selection.
Redefining Patient Support
Redefine oncology patient support programs that actually help patients address their barriers that prevent them from making smart health and wellness decisions.
Challenge
This pharmaceutical company wanted to differentiate its portfolio of oncology brands by redefining patient support.
Solution
Designed a new patient support system that would integrate both live people and AI systems to provide value to patients 24/7. The strategy approached barriers as more than cost. These emotional, financial, and relationship burdens create enough additional stress that people become paralyzed to make any health decision let alone, smart ones. By providing information, training and more to address these issues, people could take control of their lives in these difficult times. This approach became the foundational strategy for their Oncology and Immunology teams.
AI and Smart Content Increased Engagement by 30%
Content creation that is targeted and provided to customers in a logical order result in better ROI and engagements.
Challenge
General brand messages and sales teams have not been effective because of reduction in available time with physicians.
Solution
Develop an omnichannel and content plan that delivered the right message, to the right person, at the right time, which led to a 30% increase in engagement for targeted audiences. Using script data and an AI system we identified physicians more likely to choose brands in the treatment category and prefer NPP communications. Those high-valued audiences were segmented to help create a more effective content plan. When NPP was targeted based on previous interactions, script information, and sales interactions NPP increased by 30% in all subsequent outreach. These NPP tactics saw more open rates and click-throughs than any previous campaign and won the agency multiple awards.
Inspiring a New Approach for a Global Medical Affairs Team
New approach for global medical affairs team allowed the team to be consistent and access all marketing materials and content from a single platform.
Challenge
A Medical Affairs team needed to create & manage a scientific story for the launch of their fifth-to-the-market therapy. The Medical Affairs team needed to maintain a consistent story & provide version control for frequently updated reference material distributed across globally dispersed brand teams.
Solution
The client requested proposals to create a scientific platform and a separate Online reference library. We crafted processes & technologies to produce a single integrated solution that linked the brand's scientific platform to the reference library that supported it. The solution enabled global brand teams to support KOL conversations with consistent messaging. This seamless, comprehensive solution inspired the client to select Arteric over much larger, big-name agencies. (https://arteric.com/portfolio/unite-global-brand-marketing-teams#overview)
Evolved the Arteric Brand Experience From Software Shop to a Specialized Digital Healthcare Agency
Elevate your brand by creating an experience that no one else can match.
Challenge
Elevate a small agency's reputation from a quality software shop to a digital healthcare marketing agency that helps clients win & helps partner agencies succeed. The objective was to attract talent & new clients.
Solution
Convince senior management to craft an identity & vision that more accurately reflects Arteric's talents & accomplishments. Along with the new vision & identity, we crafted a unique 360° process for recruiting & interviewing candidates. The two-pronged approach enabled Arteric to increase the number of employees by 30% in 3 months. We applied the core ideas of the updated vision & values into a marketing plan that included speaking engagements, a publication and social media plan, and an award-winning redesign of Arteric's corporate website, Arteric.com. https://arteric.com/#pharma-digital-agency