Marketing activation

We have helped a pharmaceutical company educate hemophilia patients in several European countries about the existence and value of specific hemophilia treatments to help them make informed decisions about their treatment.

Alcimed began by understanding the current situation in the different project countries through discussions with doctors, patients and patient relatives at every stage of the patient activation process: awareness, consideration, action, advocacy.

Our teams then benchmarked existing activation campaigns in order to inspire our client with proven ideas, before co-constructing “operational activation packs” during workshops with the different country teams.

We supported the primary care division of a healthcare industry company in the implementation of a pilot patient activation campaign aimed at making patients more active in their choice of medication among different therapeutic alternatives.

After conducting a diagnosis of the situation and exploring examples of successes and failures of direct-to-patient activation campaigns in several countries, we led a workshop with our client’s marketing, medical and legal teams and selected two actions to be implemented as a short-term test in a first geographical area.

We helped a leading player in the vaccination sector to understand the psychological barriers to influenza vaccination in Indonesia, and to identify new ways of activating patients in their vaccination journey.

To this end, we conducted documentary research and interviews with healthcare professionals and patients. These analyses enabled us to identify the psychological disincentives felt by patients, and to identify ways of activating them to become more involved in the vaccination process.

We helped one of our customers define an activation and communication plan aimed at a target group of key opinion leaders in the field of type 2 diabetes.

To do this, we gathered their preferences regarding communication formats and channels, held several workshops with each country included in the study, discussed their involvement and defined what their core medical values were.

We then worked with the global medical team to discuss and finalize a marketing activation strategy that could be adapted to each country concerned.

In preparation for the launch of a new product, our team supported a major player in the food industry develop a marketing activation strategy. The aim of our project was to identify and define the right activation levers, in each in-sycope country, to promote alcohol-free beers, focusing in particular on their health benefits.

To do this, our team first developed a set of marketing arguments based on an in-depth scientific analysis of the nutritional benefits of the ingredients present in alcohol-free beer. Once the key messages had been defined, we identified levers to activate consumers in their beer consumption choices (e.g. participation in market events on the theme of nutrition, collaboration with influencers in each of the countries involved in our project, etc.). With a set of well-constructed messages and identified activation levers, Alcimed enabled its client to prepare its product launches in over a dozen markets worldwide.

Alcimed supported a pharma player in increasing awareness around their drug in the corresponding population of physicians.

We helped our client develop a segmentation of physicians beyond the current segmentation according to sales potential. We developed questionnaires for the sales force to enable them to group their customers into the defined profiles. Our team then worked on new ways to approach these physicians according to each segment and these new ways were tested in the field by our client’s sales force.

This project allowed our client to co-create with our team the future guidance of approaching and activating customers by the sales force and to implement innovative new ways of interaction.

We supported a client involved into blood products to define a new value proposition aiming at supporting its entry into a new market and at activating customers.

The key to this project was to discuss with the stakeholders deciding about purchasing of new equipment in the hospital sector. We discussed with the stakeholders in order to understand how currently blood products are applied and used, what in this setup are their needs and pain points and further understand what new type of blood products would need to bring to convince them to purchase and use it.

We used this information to develop a compelling value proposition including marketing claims in order to support a prime positioning in the new market and to further activate customers to drive business.