Increasing obesity brand sales 7x through direct-to-consumer channels

Challenge

Patients in Australia are hesitant to start obesity treatment and as a result take 3 years longer than global average*. Traditional brick and mortar shows inefficiencies in the patient journey from diagnosis to treatment. High leakage is observed from low diagnosis, treatment, adherence and persistence rates in Australia**

Solution

The pharmaceutical company aimed to be a game changer in obesity management by opening digital pathways to seamless care for people with obesity. Using a direct-to-consumer approach to accelerate appropriate adoption of treatment for patients with obesity via three strategic initiatives: pre-script
targeting, connections to Telehealth and ePharmacy
partners.

Results

DTC strategic initiatives: How it worked

1- Pre-script targeting: Empower patients with obesity to actively seek medical management with pre-prescription disease awareness content

2- Connections to Telehealth: Drive faster and earlier initiation of doctor consultations by seamlessly connecting patients to best suited HCPs and Telehealth partners

3- Connections to ePharmacy: Ensure a positive patient experience by utilising ePharmacy capabilities (e.g. home delivery and virtual follow-up care).

Outcomes

Connecting pre-script awareness directly to telehealth and ePharmacy partners collapsed the patient journey from diagnosis to treatment.

• 7x sales growth for the obesity brand

• 4x return on ad spend through targeted DTC channels

• 2x total online and offline sales growth via the DTC halo effect on traditional channels