Driving payer education and awareness
Case study
An omnichannel awareness campaign on the impact of postpartum depression
The challenge
Sage Therapeutics is a biopharmaceutical company commercialising its first product ZULRESSOTM, which was approved by the US Food and Drug Administration in March 2019 to treat postpartum depression (PPD), the most common medical complication of childbirth. In advance of its commercial launch, Sage sought to shape the market and lay the groundwork to educate payers about this paradigm changing treatment. They came to ICON seeking to:
- Educate payers and create strong awareness about the burden of the disease and the humanistic impact on patient
- Position to payers that the obstetrician is the most experienced healthcare professional to diagnose and “own” the patient with PPD
- Highlight the key unmet needs in the PPD category
The solution
ICON delivered a multifaceted omnichannel awareness campaign to provide a seamless customer experience between print and digital channels. We created and deployed a series of three journal supplements to communicate the objectives in an interesting, engaging, and educational format and tone. The supplements were hosted on a dedicated microsite and promoted through a print and digital advertising campaign leveraging leading payer journals, industry e-newsletters, and emails.
ICON’s value add
Our Commercial Solutions experts lead the creation, production, presentation, and dissemination of multimedia and multichannel content to educate critical stakeholders, create awareness in specific markets, and drive product growth.
- In-house creative and digital teams deliver high quality print and digital assets, aligned with industry standards
- Our integrated scientific experts collaborate with our creative designers to create strategic visuals and highly effective messaging that speaks to the concerns life sciences stakeholders
- With ICON, you have an award-winning team recognised by leading industry organisations
The outcome
The campaign achieved nationwide reach to key formulary decision makers over a 6-month period. Three PDF supplements were housed on a microsite and three waves of email promotions for each supplement were distributed to over 39,000 subscribers in each wave.
- 9.3% open rate (average)
- 7.0% click-through rate (average)
- 75% open-to-click rate across three email waves
- 2,861 microsite page views
- 1,058 downloads
Additionally, the campaign was recognised with the following industry awards:
- 2018 PM360 Pharma Choice Silver Award for Best Multichannel Campaign
- 2018 GD Health & Wellness Design Award for Best Integrated Campaign
