In collaboration between a pharmaceutical company and the Society for Obesity Research and Treatment, we developed professional content that can be delivered on a digital platform, “Self-Service Detail Aid,” aimed at educating healthcare professionals (HCPs) about obesity. This case study showcases how b-online's expertise in crafting customized multichannel campaigns and leveraging digital technologies resulted in a highly successful and engaging educational initiative.
Project Overview
Our objective was to reach approximately 6,500 GPs and onboard them to the program, reaching a large number of these HCPs in a short time and exposing them to awareness messaging and products. To achieve this, we utilized a digital platform, personal mailings (RTE), mailing lists, and text messages. GPs received CME training points, and those who watched at least 70% of the content received a certificate of participation.
As part of the process, we created a comprehensive content package on a dedicated portal hosting a series of six educational videos about obesity, covering aspects such as pathophysiology, consequences, patient and caregiver perceptions, and nutrition. The goal was to make the content accessible to as many HCPs as possible with an end-to-end automated process. We used automation to trigger nudge reminders and facilitate a fluent onboarding process. We created a personal journey based on the HCP belief in our treatment - Ledger/Ranks “A, B, C” - and sent dedicated content accordingly.
Challenges
| 1. | Agility and Stability: The system needed to be agile, with the capability to adjust parameters even after going live, in order to support different types of HCPs as we started with GPs and added more professionals later. |
| 2. | Personalization and Tracking: Monitoring HCPs' progress, both in terms of the number of videos watched and the duration of each viewing, was crucial. |
| 3. | Full Automation: The system needed to handle the complete customer journey, including onboarding, sending reminders to those who registered but didn't progress, encouraging further engagement, and distributing certificates. |
| 4 | Quick Time to Market: We had a total of 14 working days from the moment the request was uploaded to the system until it went live. |
Solution and Implementation
- b-online addressed the project's challenges through a comprehensive and innovative approach, ensuring maximum efficiency and effectiveness:
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| 2. | Follow-Up and Tracking: We implemented an innovative tracking mechanism to monitor HCPs' progress through the educational program. This system tracked both the number of videos watched and the duration of each viewing. By utilizing the API of the video server for content viewing monitoring and a dedicated DB server for documentation and calculations, we were able to provide detailed reports to managers via Power BI. This ensured precise tracking of engagement and progress. |
| 3. | Full Automation: The entire customer journey was automated to handle onboarding, reminders, engagement encouragement, and certification distribution. We developed a sophisticated email automation system that was triggered by pharmaceutical representatives. This system sent tailored emails to physicians based on their individual progress, ensuring personalized communication and encouraging continuous participation. Reminders were sent to HCPs who registered but did not progress, and CTAs were included to motivate further engagement. |
| 4. | Quick Time to Market: Despite the tight schedule of 14 working days from request upload to going live, B-online efficiently mobilized resources to meet the deadline. The team prepared all professional and reliable content in advance, allowing HCPs to update themselves at their convenience through a personal link. Representatives sent personal emails to target HCPs, and an external provider was used to reach non-target HCPs, ensuring high coverage within the limited timeframe. |
By integrating these solutions, B-online successfully overcame the project's challenges, ensuring meaningful engagement, measurable outcomes, and high satisfaction among participating HCPs
Results and Impact
The project yielded impressive results and won an internal pharma reward for the region, demonstrating high engagement levels and providing valuable data on HCP interaction with the educational content. Through this platform and a digital process of self-detailing, we achieved high coverage of HCPs, both targeted and non-targeted. At the end of the campaign:
| Fast coverage of targeted HCPs with no field force effort (more than 1,000 a month) |
| 75% of participants completed the training and received a certificate |
| The initiative generated significant engagement, with a high percentage of participants indicating they were very satisfied with the program and would recommend it to colleagues. |
Innovation Sparks Further Development – Self-Service Detailing
| 1. | Broad Reach: We successfully reached a large number of HCPs through effective digital means. |
| 2. | High Engagement: HCPs repeatedly returned to the platform, demonstrating sustained interest and engagement. |
| 3. | Comprehensive Monitoring: We were able to monitor all data effectively and generate detailed reports, providing valuable insights. |
| 4. | Personalized Content: All content was tailored to each doctor, enhancing the relevance and impact of the educational material. |
Building on these insights, b-online developed two new solutions:
| 1. | Webinar Portal: A platform for hosting live and on-demand educational webinars, further enhancing the digital learning experience for HCPs. |
| 2. | Adoption Ladder Solution: A tool designed to guide and track HCPs through various stages of adopting new treatments or protocols, adjusted to the segmentation process. |
These innovations reflect b-online's commitment to leveraging project outcomes for continuous improvement and driving further technological advancements in the pharmaceutical industry.
