A brand in its second year wanted to maximize its category lead while strategically allocating the
media budget against three fierce new category entrants. CMI's Audience Insights team conducted
research to identify prescribing behavior and information needs, and coupled that with media preferences
from our proprietary planning tools ByDoctor® and Media Vitals™. This process uncovered four targetable segments that each needed a different message cadence.
The CMI Strategy Team solution leveraged non-personal promotion
as a virtual sales rep.
The team developed a 1-to-1 marketing campaign to deliver the right message, to the right HCP, at the most effective investment level. By the end of the promotional year, this targeted promotion approach assisted in converting 55% of targets to writers, proving the success of the smart and complex NPP strategy.