Direct Marketing
The challenge
In a highly regulated environment, ethical (prescription only) pharmaceutical marketer Eli Lilly is unable to identify brands in their ‘consumer facing’ communication. The challenge was to form relationships with consumers with an interest in certain disease states that are treated by one of their main products. The reason for this was to create a consumer ‘pull’ demand with healthcare professionals (HCPs) rather than just the traditional ‘push’ marketing by the Lilly salesforce to those professionals.
The strategy
Using various acquisition strategies including Search Engine and Affiliate Marketing, Tick Yes built an opt-in database of consumers with a direct or in-direct interest in the disease state. Regular communication was then sent to that group with ‘stories of hope’ and encouragement for them to anonymously share their personal experiences. After receiving several emails, an online survey was also sent to measure attitudes and establish what changes – if any – had occurred as a result of the program.
The results
The strategy uncovered a clear need for consumers to be heard beyond the surgery. The propensity to share experiences correlated with the high email open and clicks through rates and allowed. Commercially, the survey clearly demonstrated a heightened desire to visit a HCP allowing Lilly to calculate a positive return on the investment for the program.
