Digital launch in a complex area

We planned the digital launch of a new anti-infective product to a multi-disciplinary audience across Europe, delivering a solution that focused on audience needs, not assets, and based around 3rd party partnerships.

Client challenges

  • There was a lack of customer insight in five specialisms: haematology, gastroenterology, infectious disease, microbiology, and internal medicine.
  • There was a lack of benchmarking around existing digital activities and capabilities.
  • There was limited regional and country resource to build, roll out and manage activity.

Our approach

Primary research

We conducted user research and analysis across G5 & 5 specialisms (860 respondents in total) to understand audience behaviours and needs.

Digital environment mapping and analysis

We scanned and reviewed all online resources in all territories & specialisms.

Business analysis

We conducted an assessment of internal capability and reviewed existing marketing plans together and performance of digital assets.

Global digital strategy

We developed a strategic framework and digital tactics.

Local plans and tactics

We provided localised tactical recommendations for the G5 in Europe.