Digital Pharma Marketing: from strategy to results
FLAVIS, a brand of the Dr. Schär group, works to improve the quality of life of patients with chronic kidney disease by offering a wide range of protein-free products on the market and promoting dietary nutritional therapy as a drug.
For Bryan, this was the first real challenge in a different context than usual, that of the food-pharma industry, where he was able to differentiate himself and convince the customer thanks to his innovative methodology based on the process and customer-focused values to support a 360° growth project.
The project
The project with FLAVIS is a great example of how a strategic consulting partner can guide a pharma company towards achieving ambitious growth goals.
The mission that the client had set for Bryan was clear from the beginning: to achieve market leadership in just 12 months, although the initial challenges were considerable. FLAVIS was faced with low brand awareness among pharmacists, the need to identify new ways to reach consumers and the lack of a clear marketing strategy.
However, Bryan proved to be up to the challenge through a strategic approach and a wide range of skills.
Bryan took a comprehensive strategic approach that involved multiple business departments
To achieve the growth objectives and market share acquisition compared to competitors, Bryan adopted a capillary strategic approach that involved different company departments. The first crucial step was the accurate mapping of the buyer personas’ purchasing path, identifying two distinct categories: patients and pharmacists/healthcare professionals.
The Bryan Proposal
This allowed the identification of critical points and unexplored opportunities in the decision-making process, providing a solid foundation for a future strategy targeted and segmented for both audiences. To achieve this, a mix of specific activities and advertising was proposed and implemented for each buyer persona and for the different stages of the buyer journey. This targeted approach enabled us to reach different audiences at key moments, providing them with relevant information and content to guide them towards a purchase and/or greater awareness of the FLAVIS offering. However, the most distinctive element that made the success of our proposal possible was the active involvement of all company departments.
This created a collaborative environment and a shared focus on goals, ensuring that all resources from the various departments were aligned and worked in synergy. Solutions were provided to support agents and scientific informants to reach new HCP contacts and interested pharmacists, and even the Health Care Professionals themselves were involved in the various stages of the project through active interaction with departments and medical personnel. Systematic processes were introduced to make the activities measurable, allowing constant monitoring and evaluation of the effectiveness of the actions taken and ensuring continuous improvement over time.
Existing channels were optimized, striving towards an increasingly digital and omnichannel perspective, thus facilitating communication and the distribution of crucial information in a sector, pharma-food, that is still discovering the potential of digital marketing. In addition, the brand’s online presence saw significant improvement with the redesign of the corporate website, two websites for pharmacists and HCPs, and two more for foreign markets (France and Germany).
The initial promise to meet the needs of FLAVIS consumers was fulfilled through various activities, including social listening, which allowed us to hear feedback, detect issues or suggestions, but most importantly, to react quickly to customer needs, further improving satisfaction.
Among the various sub-projects in which Bryan stood out for initiative and results, we mention:
The Renal Diet Manager: a tool that allows dietitians and nephrologists to perform a complete nutritional assessment and develop a personalized diet for their patients with Chronic Kidney Disease. Designed and developed by Bryan.
The Competence Center: an information platform for expert nutritionists, general practitioners, and specialist doctors. It is the first platform to refer to when it comes to the nutrition of people with chronic kidney disease.
The Dietitian Answers: an in-depth section that connects dietitians and patients to address doubts and questions about nutritional therapy together.
Kidney Month: to celebrate World Kidney Day, the FLAVIS schedule for the entire month of March is filled with initiatives and activities aimed at raising awareness and educating about Chronic Kidney Disease.
These activities have significantly contributed to FLAVIS’ success, demonstrating how Bryan provided comprehensive strategic consulting and operational support to face challenges and respond daily to the real needs of patients.
Bryan provided FLAVIS with a complete 360° strategic consultancy, developing a capillary growth approach that valorized and intercepted, in the various phases of their purchasing journey, the two identified buyer personas (patients and pharmacists).
This approach included the active involvement of all company departments, omnichannel communication, advertising, website restyling, optimization of existing communication channels, social listening and measurability of activities and operational support to meet patient needs. Among the successful initiatives, the Renal Diet Manager, the Competence Center and the Kidney Month stand out, contributing to achieving market leadership in the protein-free Pharma-Food sector.
Tools
The goals achieved by FLAVIS in collaboration with Bryan are a testament to the effectiveness of this partnership.
In just 18 months, FLAVIS has managed to not only achieve the much sought-after market leadership, but also surpass the competition, demonstrating the effectiveness of the strategies implemented.
Already 14 months after the start of the work, the first positive signs emerged with a significant increase in branded searches, indicating a substantial improvement in brand awareness.
The partnership between Bryan and FLAVIS, ongoing and stronger than ever, has become a tangible example of how the adoption of a well-defined strategic approach, the synergic involvement of all company departments and a constant commitment to continuous improvement can generate lasting and excellent results.
The initial objectives, which may have seemed ambitious, have been not only achieved but exceeded, underlining the added value of this collaboration in a highly competitive context such as that of Pharma.
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