Case Studies
The cases below represent:
--Pharmaceutical products
--Biopharmaceutical products
--Medical products
To see actual program samples from any case below,
or for any product listed in Products dialoged, please
ask us. We will be happy to show them to you.
CASES:
CASE SUMMARY #1
KEY FACTS
Product: Women’s Health
Targets: 17,127 Gynecologists, Urologists and Obstetricians,
plus selected other specialists
Rep support: Limited (Second mention, or no coverage)
Questions asked: 22 (17 to initiate the dialog, 5 to complete)
Doctors answering: 3,538 (20.6%)
Estimated reach: 49%-78% (based on exposure tests)
ROI (by client): 3.8:1 and rising. Client analyist: “...very
successful...should be given strong consideration for the future.”
Note: This was the first of 5 DoctorsDialog programs for
this product. (3 USA, 2 Canada)
SITUATION
This newer Women's Health product had second mention
sales support with some targets doctors, no sales support
with other target doctors. The various attributes of this
unique product delivery had to be conveyed as broadly
as possible.
DIALOG
Personal correspondence invited Doctors to read and
answer 17 questions. In response, Doctors shared:
Their experience with atrophic vaginitis and vaginal
estrogens; their opinions of product research re
symptom relief, absorption, adverse effects, and
discontinuation rates; their opinions of delivery and
dosing convenience; their intentions to try the product;
and their requests for samples. Those who did not
respond were sent a second invitation to share.
The aggregate responses, highly positive, were then
disseminated to all targets—responders and non-
responders—as “critical mass” influence. Doctors were
invited to answer 5 additional questions. In response,
Doctors shared: If they had tried the product, their
experience with it, and their future intentions to try it.
Responses were again highly positive. New responders
were added.
RESULTS
A total of 3,538 (20.6%) physicians responded in depth.
34.3% of Gynecologists
15.3% of Urologists
21.3% of Obstetricians
17.7% of other specialties
Of responders, 430 doctors had never before tried the
product. 2,331 doctors said they intended to try the
product with newly diagnosed patients. 2,357 said
they intended to recommend the product to current
patients as an option.
LEVERAGING INFORMATION
Individual responder data was shared with reps for
personal follow-ups. Product sample requests were
fulfilled for physician trials
WRAP-UP
US product teams used three follow-up DoctorsDialog
programs. Canadian product managers used two
DoctorsDialog programs. First Dialog program was
analyzed for ROI by our healthcare partner. ROI
analyst said the program was among the highest
measured.
BACK TO CASES
CASE SUMMARY: #2
KEY FACTS
Product: Dermatological
Targets: 10,000 Primary Care physicians
Rep support: Limited to Dermatologists
Questions asked: 19 (13 to initiate the dialog,
6 to complete the dialog)
Doctors answering: 1,896 (18.96%)
Estimated reach: 49%-78% (based on exposure tests)
Note: This was the third of 3 DoctorsDialog programs
for this product.
SITUATION
While dermatologists were being well served by the rep
team, primary care physicians were not being detailed.
The product manager wanted to improve product
knowledge with primary care physicians, generate
positive attitudes, and impact prescribing of the product
as initial therapy in treating mild to moderately
severe dermatitis.
DIALOG
13 questions “detailed” the product. They asked doctors'
perceptions of eczema, S. aureus colonization, bacterial
resistance, the attributes of the product, and therapy options.
In closing, they asked for doctors questions or comments,
and offered product samples.
The aggregate responses, highly positive in support of
using the product, were then reported back to all targets
—responders and non-responders—as positive mass
influence. Six additional questions asked Doctors if they
have used the product, their experience with it, their
intentions to use it, and if they'd like samples.
Responses were highly positive.
RESULTS
A total of 1,896 (18.96%) physicians responded:
99% of respondents said they treat eczema.
81% of responders said that they intended to try the product as
initial therapy to treat mild to moderate severe eczema.
LEVERAGING INFORMATION
Individual responder information was shared with the reps for
optional personal follow-ups.
Samples were delivered to requesting physicians
257 questions or comments from doctors revealed the “pulse”
of the market and were acted upon.
ROI/SALES ANALYSIS
No ROI measurement was conducted.
WRAP-UP
“The (DoctorsDialog) program delivered everything that you
said it would.” Product Manager. He plans to run another
DoctorsDialog program.
BACK TO CASES
CASE SUMMARY #3
KEY FACTS
Biopharma product: Enzyme Replacement Therapy
Targets: 4,314 Ophthalmologists
Rep support: Limited
Questions asked: 26 (17 to initiate the dialog,
9 to complete the dialog)
Doctors answering: 557 (11.7%)*
Estimated reach: 49%-78% (based on exposure tests)
Note: The second of 5 DoctorsDialog programs for this product
SITUATION
The disease is rare, life-threatening, genetic disorder
caused by an enzyme deficiency. Its signs and symptoms
are not well known. While the disease is usually
managed by Rheumatologists, the first specialists to see
the signs and symptoms may be Ophthalmologists
and Optometrists. As early recognition and treatment is
very important, Ophthalmologists and Optometrists
had to be educated on the signs and symptoms, asked
to look for them, and, if seen, asked to refer patients
for testing.
DIALOG
Personal correspondence, by first class mail, started
the dialog by inviting doctors to answer 17 questions.
The questions made doctors aware of the disease,
educated doctors on it, then asked if doctors were
willing to look for signs and symptoms of the disease,
and if signs and symptoms were seen, asked if
doctors would refer patients for testing.
The questions keyed on patients, genetic disorders,
the attenuated version of the disease, corneal
clouding, early diagnosis and testing and referring.
Questions then asked: For email addresses to send
new information as it arose, and if doctors wished
to receive wall charts, reprints and a rep call.
A second invitation was sent to those who did
not respond to the first.
A Summary of all responses, very positive, was
disseminated to all doctors—respondents and
non-respondents. It served as further education
and as positive peer influence for being aware, looking
and testing, where called for. To complete the dialog,
Doctors were invited to answer 9 additional questions.
The questions asked, given the information in the
Summary, if doctors thought they would look for
signs and symptoms, review files of current patients
and refer for testing where indicated. More doctors
responded positively.
RESULTS
OF the 557 physicians who responded:
Only 28% had been aware that corneal opacification
is a common feature of the disease, 38% had been
somewhat aware, and the remainder had been
vaguely aware, or not aware.
Further, 99% said that they would consider the
disease in patients who present with ocular
pathology.
While the majority of responders requested reprints
and wall charts, only 5% requested a rep call
LEVERAGING INFORMATION
Physician contact information was sent to reps for
follow-ups. A respondent breakdown to categorize
physicians by depth of interest was provided to the
marketing director. Reprints and wall charts were
fulfilled.
WRAP-UP
--Several Ophthalmologists have referred patients
for testing.
--A profile of this program was used for a company-
wide presentation
--To date, 3 DoctorsDialog programs have been
completed in the US and 2 completed in Canada.
Responses to these dialogs range from 10% to 28.9%.
More DoctorsDialogs are planned.
*EMAIL AND FAX TEST
In addition to the above, which achieved an 11.7%
response to 26 questions, a parallel test program was
run. It tested one wave of emails, one wave of faxes.
E-mails invited 3,299 Ophthalmologists to respond
to the 17 questions online, then to click to see the
aggregate responses. Faxes invited 4,975
Optometrists to go online, respond and click to see
the aggregate. Results: 0.02% of Ophthalmologists
responded to emails. 0.08% of Optometrists
responded to faxes.
BACK TO CASES
CASE SUMMARY #4
KEY FACTS
Product: Ophthalmic for IOP
Targets: 7,500 Ophthalmologists, Optometrists
and other selected physicians
Rep support: Limited
Questions asked: 20 (16 to initiate the dialog,
4 to complete the dialog)
Doctors answering: 2,775 (37%)
Estimated reach: 49%-78% (based on exposure tests)
SITUATION
The Product Manager of this mid-life Ophthalmic product
had new information on efficacy and tolerability in reducing
elevated intraocular pressure (IOP), plus recent first line
approval by the FDA. She had previously used Doctors
Dialog programs for other products. She knew she could
convey this new information to a large number of target
doctors quickly, and that she could leverage their positive
responses to strongly influence the great majority.
DIALOG
Personal correspondence invited Doctors to read and
answer 16 questions. In response, Doctors shared:
1. Their opinions of the results of a 3-way trial of
competitive products regarding efficacy, ocular
hyperemia, systemic effects: 2. Their opinions of the
impact of hyperemia regarding incidence, ranking of
products, frequency of patient calls, visits, and
discontinuation; 3. The value of long term safety, and of
FDA approval as first-line therapy; 4. Their intentions
to try the product. Those who did not respond were
sent a second invitation to share.
The aggregate responses, highly positive, were then
disseminated in a Summary of Responses to all targets
—responders and non-responders—as “critical mass”
influence. Doctors were invited to answer 4 additional
questions. In response, Doctors indicate: if they had tried
the product, their experience with it, in terms of the
patient feedback and the impact of hyperemia shown
in the Summary; 5. Their intentions to try the product.
Responses were again highly positive. New responders
were added.
RESULTS
A total of 2,775 (37%) physicians responded:
26.2% of Ophthalmologists
52.0% of Optometrists
48.5% of other selected physicians
33% of responders were not aware of the new information
conveyed. 95% to 96% of respondents said that the new
information was important to extremely important to them.
While the majority said they had prescribed the product,
313 said they intended to try, or perhaps would try, the
product for the first time.
LEVERAGING INFORMATION
Responder information was the reps for enhanced follow-ups
WRAP-UP
While the depth of the Q&A was typical of DoctorsDialog,
the response rate was among the highest generated by
DoctorsDialog. The product manager was very pleased
with the success of the program. She went on to initiate
and recommend DoctorsDialog programs.
BACK TO CASES
CASE SUMMARY #5
KEY FACTS
Product: Diabetes blood glucose monitor
Targets: 7,757 Primary Care and “No-See's”
Rep support: Limited
Questions asked: 16 (11 to initiate the dialog,
5 to complete)
Doctors answering: 1,852 (24%)
Estimated reach: 49%-78% (based on exposure tests)
Goal: Goal of 17,000 units was reached
ROI (by client): 29:1
Note: This was one of 2 DoctorsDialog programs for
this product. The second, which followed, was to
Diabetes Nurse Educators (DNE Dialog).
SITUATION
The Product Manager of this new blood glucose
monitor had virtually no sales support for his
hard to reach Primary Care and “no-see” doctors.
He wanted to convey the advantages of his new
product to these populations as quickly and
throughly as possible.
DIALOG
Personal correspondence invited Doctors to read and
answer 11 questions. Doctors responded, sharing:
1. How frequently they recommend monitors by name,
and find a need for increased compliance; if they
felt patient-preference would increase compliance.
2. The importance of findings from a trial published
in NEJM on reducing long-term complications and
providing monitoring methods that fit patient needs.
3. The significance or results from comparative trials
on patient preferences, frequency of testing and
product attributes. 4. Doctors' intentions to
recommend the new monitor for newly-diagnosed
patients and for patients who should improve
monitoring compliance.
The aggregate responses, highly positive, were
then disseminated with personal correspondence
and a Summary of Responses to all targets—
responders and non-responders—as “critical mass”
influence. Doctors were invited to answer 4 more
questions. In response, Doctors indicated: 1. If
they had since recommend the new monitor for
newly-diagnosed patients and for patients who
should improve monitoring compliance. 2. If they
found the new product helped improve compliance.
3. If they wanted a rep to call or had questions
or comments. Responses were again highly
positive. New responders were added.
RESULTS
A total of 1,852 (24%) Doctors responded:
--At start, 115 replied they had already
recommended the monitor. Replying to the
Summary of Responses, 595 said they
had recommended it—a 5-fold increase.
--Overall, 1,191 replied they intended to
recommend the monitor.
--Unit sales goal for the period was achieved.
LEVERAGING INFORMATION
Responder information was provided to reps
for terrritory monitoring and for follow-ups,
if requested.
WRAP-UP
The rate of involvement in the Doctors
the product manager. In his analysis, he wrote
that the Dialog is an “...Excellent vehicle for
physician communication, especially to the
hard to reach GP population and the very
important “no-see” doctors...”
BACK TO CASES
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