Overcoming competitor class effect and delivering a seamless omnichannel experience to healthcare providers.
Colour was challenged to help AstraZeneca market Forxiga, a drug whose therapeutic area is dominated by competitor brands. Our approach was a digital media plan that blended seamlessly into the HCP’s omnichannel experience, acting as an additional touch point to deliver messaging that moved them from the Awareness stage of the journey to the Comprehension stage. Within HCP-gated environments, we negotiated category exclusivity wherever possible in order to combat the existing class effect which benefited the competition.
After a 12-month, always-on campaign, our results exceeded planned KPI targets as well as industry benchmarks. The initiative was so successful that in year 2, the focus was able to shift to promoting a single indication.