New drug launch in Slovenia
Winning strategies for launching a new drug in a crowded market
Entering the crowded psoriasis treatment market with a new interleukin inhibitor presented significant challenges to our client. Dermatologists and general practitioners (GPs) are overwhelmed with options, making it tough for any new drug to capture their attention and trust. Our client, a leading pharmaceutical company, wanted to overcome these obstacles and succeed in a market filled with established treatments. This case study highlights a strategic, multi-channel advertising campaign that increased the product's visibility and encouraged quicker adoption, allowing patients to benefit from the improved treatment sooner.
1,200
HCPs reached, representing 68% of all dermatologists and 72% of all GPs in the country
73%
of the targeted HCPs engaged with two or more separate elements of content
45K+
Total audience touchpoints
1,200+
CME points awarded
150%
increase of searching for this drug compared to the previous year
Email campaign success
47.7% Open Rate
4.5% Click-Through Rate (CTR)
The launch of the new interleukin inhibitor for psoriasis was a standout success in a tough, crowded market. Through a smart, multi-channel campaign, we managed to capture the attention of dermatologists and GPs, driving real engagement and making a noticeable impact. Searches for the drug increased by 150%, moving it from 4th to 2nd place in the market—proof that our strategy worked. The doubling of interest in packaging, pricing, and dosing details shows that more doctors are ready to prescribe it, meaning patients are now getting access to a better treatment faster.