Founded in 1969, Cegedim is a global technology and services company specializing in the healthcare field. Cegedim supplies services, technological tools, specialized software, data flow management services and databases. Its offerings are targeted notably at healthcare industries, life sciences companies, healthcare professionals and insurance companies. The world leader in life sciences CRM, Cegedim is also one of the leading suppliers of strategic healthcare industry data. Cegedim employs 8,100 people in more than 80 countries and generated revenue of €922 million in 2012. Cegedim SA is listed in Paris (EURONEXT: CGM).
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A concept and interactive iPad edetail based on 'patient story life phases' was required for two brands in Primary Immunodeficiency (PID). The outcome was 'A Lifetime of Possibilities in PID' - a concept and edetail that has effectively engaged HCPs and encouraged discussion about the real life issues and challenges facing patients with PID.
Consolidating complex trial data into an accessible and compelling format was the challenge for the teams, to communicate the novel mode of action and highlight the benefits of prescribing based on more than just efficacy in a simple and clear way. The resulting edetail ensured all the information was in one place and easy to access, delivering excellent results for all users.
Research had shown that the brand was failing to engage with prescribers on an emotional level and also needed a meaningful rational differentiator, other than cost. The team addressed these issues through an eDetail featuring 'Sarah', a typical growth hormone sufferer. Brought to life within the call, real video was used to interact with the viewer, with 'Sarah' delivering key data. The approach worked, with engagement rising significantly.
An existing eDetail needed innovative enhancements for the remaining 10 months of the campaign in order to achieve improved usage by reps and to capture and document permissions in RADAR (CRM). The enhancements, in the form of a customisable presentation builder and a dynamic key message summary email, energised the team who showed improved engagement with key customers. This led to the identification of additional patient opportunities and a significant increase in eDetail usage compared with the previous version.
An improved personal experience for HCPs with the brand, increased recall and market share were the clear objectives of this campaign. The 'Born Fighters' iPad app was developed incorporating an interactive user interface and narrative flow that was carefully crafted in collaboration with the sales force.
Challenging perception and educating customers were the two main objectives of this campaign. A framework was developed to house two separatate iDetail presentations and supporting materials, including a slide sorter to create bespoke presentations and the ability to email directly to customers, within one App. Increased questioning from clinicians, a rise in calls about the treatment option and an increase in sales are the result.