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They made sure to emphasize that their recommended marketing campaigns are based on actual historical evidence of marketing effectiveness. Next, they highlighted their websites product portfolio. This portfolio allows their clients to view all of MedTeras solutions in one easy step. With links and qr codes, they made it easy for clients to access their site from any device. Additionally, medTera showed how their solutions effectively increase client roi and market share by devoting an entire section of their mailer to two case studies. Finally, they included their Twitter username to further establish the medTera brand as a leader in pharmaceutical marketing solutions and to encourage constant client contact. The mailer was a success, and they generated numerous qualified leads. They proved to their clients that dimensional mailers are more engaging and interactive—with response rates about twice as high as flat mail. By being innovative and presenting evidence, medTera showed that their dimensional solutions are highly successful.
Time spent interacting with content increased. Almost 60 of visitors engaged with the product sorter. Almost half of the users headed directly to the cetaphil Facebook page, and most of the remaining users went directly to a retailers shopping site to purchase the product. While ms launch is only the beginning of their plans to better meet customer needs, it certainly has provided a successful path forward for new and improved business. Direct mail, medTera Flat Cube mailer, medTera.
One of the more challenging issues for healthcare marketing agency medTera was to show their clients that they could add value to their marketing campaigns. MedTera has continued to be the leader in dimensional and integrated marketing for almost 40 years. They wanted to communicate their brand message and their expertise in direct mail campaign solutions by sending out a unique piece of their own. They decided on a flat cube mailer brand awareness campaign that was simple, yet eye-catching with a touch of the wow factor that they consistently use. The mailer was sent to all of their pharmaceutical, schmink medical device and healthcare agency clients. The initiative was designed to first distinguish the medTera brand with their data and analytics platform, mask a system that consists of over 550,000 healthcare providers.
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Additionally, ms primary call-to-action continued to drive shoppers to consult with a nivea dermatologist for a recommendation, which caused consumers to confuse these daily-use products with those only intended for a medical skin condition. In order to clarify its positioning and bring new shoppers into the line, galderma realized the need to invest in the consumer side of communications. The new campaign required shifting the perception of the cetaphil brand from that of medical to one of a daily-use product. To achieve this, galdermas strategy focused on (1) distinguishing product attributes, (2) aligning products with shoppers needs, and (3) leading shoppers to purchase. The first phase of the redesign had to set the groundwork for a comprehensive and shopper-centric site. Intouch Solutions, working with the cetaphil brand marketing team, created a product-sorting tool that allows consumers to easily find the right products for their skin-type. They also redesigned brand pages based on other retail sites to create an online shopping feel. The website redesign launched in October 2011, and tracking metrics show that the new site provides a more engaging experience.
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Since its launch, the app has achieved consistent use among sales reps for one-on-one meetings and group presentations to physicians and other customers. As a rst impression, this is one experience thats hard to beat. Our judges concurred that Millennium and Klick raises the bar with this one. Consumer Website/Online Initiative m Rebranded Website, galderma, intouch Solutions. For 65 years, cetaphil cleansers and moisturizers were predominantly promoted by word-of-mouth referrals from dermatologists. Galderma sales reps would promote to physicians who then recommend Cetaphil products to their patients. While this was effective, the physician-driven model reached only a small portion of potential skin care customers.
Knowing Millennium was introducing the ipad technology to their sales force, klick health, the digital marketing agency, proposed and built an ios-based app that uitslag would bring the millennium story to life. The concept behind creating the rst impression was to take the audience through an exciting journey of photos, text slides and other content using a nger swipe. Content is introduced with a smooth, parallax effect to give a dynamic presentation and users can intuitively move backwards and forwards through the content, which is revealed in a progressive manner. Klicks Creative design and Application development teams worked closely together to leverage native ios controls and create an interaction. What came out of it was the transformation of a traditional corporate brochure into a dynamic, ipad experience. The app is beautiful and surprising, but doesnt overwhelm Millenniums message. The reps love to show it off because it provokes interest and delight, which is a great way to start any relationship.
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The pm360 Trailblazer Initiative awards recognize outstanding healthcare marketing and public relations campaigns in 15 categories, including everything from direct mail to apps and social media. Each year, we assess the strategy, planning and execution of the programs and the challenges and budgetary constraints that the marketers behind the initiatives had to overcome. This years winners demonstrated innovative and effective techniques for solving a genes host of challenges, including shifting the perception of a brand from a medical product to a daily-use product, convincing skeptical patient groups to give their brand a shot, using a shared love of music. All of our winners can boast similar success stories that were driven by groundbreaking ideas and a general passion for improving the lives of the people that their brand treats. In our minds, it is this passion—in addition to their success—that truly makes them winners. App, millennium Corporate Overview App, millennium: The takeda Oncology Company, Klick Health, millennium understood that rst impressions always count, especially in sales. They needed a way for their sales reps, medical Science liaisons and Global Medical Affairs group to open up their meetings with a stellar rst impression. They wanted to be able to translate the innovative, forward-thinking and advanced core of the company into an exciting and clear message. So, what better way to make a good story an amazing one than to use the latest technology?