A Mobile Campaign Yields Results

A Case Study – Read actual results of the success of a mobile physician platform in the face of low brand awareness, low market share, fierce competition, and a limited budget.

The situation:

  • Low brand awareness and low market share in a fiercely competitive category
  • Limited budget
  • Traditional media had proven ineffective, although some success was realized via discussions with KOL videos shown at dinner meetings

The solution: CMI implemented a mobile physician platform that recruited 70% of the client’s highest-value targets. These physicians received a series of six videos featuring relevant content discussed by respected Key Opinion Leaders.

The result:

  • 30% unique “completes” and 48% total “completes” for a total of 13,837 minutes of client engagement.
  • Return-on-Promotional-Investment (ROPI), based on “sales call equivalent,” with a real-world sales call average of approximately three minutes in length, and an average cost of $160 per call.
  • The equivalent cost-per-minute decreased from $53 to $18 per minute—a 194% improvement.
  • Additionally, the program was tracked, providing the client with data that specified exactly which physicians watched the KOL videos. This information was forwarded to their Sales Team for follow-up.