Reflection – Learning Launch Challenge in Digital Media

I am member of Sales and Marketing team of one of the pharmaceutical company. Recent Covid has  created one important challenge in our marketing & Sales team, we were not able to reach our Drs  in the frequency we wanted as Drs are restricting our calls. If they give appointment duration was  below 1 minutes. Brand briefing was not happening , Brand benefit and stories we not able to  communicate with the Drs So we have decidied to look at alternative way of connecting with Drs  other than direct sales person model

The project scope includes the marketing department composed of 5 employees from Marketing  team , as well as the  IT department ,and Centre of Excellence  with whom we work closely. The  project is limited to internal resources (i.e., budget and employee time). The project should not  exceed 15  business days. We will focus on how to design a unique way of connecting with our  Target customer, ensure the SOV and brand recall doesn’t come down even in the tough times .

We decided to quickly design and proto type and see the impact and expand it

Application For our first learning launch, we focused on the new innovative ideas  of our online  marketing tasks. In particular, we wanted to see the platform we have selected will give enough  coverage we intended and how the call of action are justified. We brain stormed in multiple small  team and decided to  have two Learning launch approach

We also had ethanographic study with our TG , we have selected 24 TG customrs to understand how  they are spending time when they don’t see the patients and how they are gaining knowledge when  pharma sales person not visiting them

We found they are using high level of Digital platform and their time spend on internet is very high

1) Dr community approach where we have decided to take one website of Kumar Vicky) and

every week we tried to create one advt for the brand and see the click and view of the advt  and how many converted into prescription , We launched this in North India

2) We decided to have a website for the TG where we will be focus in weekly Webinar

She the organic and inorganic flow , We launched this in South India

These two campaign decided to be launched within in a three-week time frame. Now we have rolled  out in different geography and waiting for outcome

We expected to produce a document with a clear description of our campaign and impact of the  campaign on number of new leads we get, Increase in SOV and Increase in Brand Recall

After running this project we will decide upon  which campaign is good and what we shall do to take  it forward, Which model should give us maximum output , on increase in SOV and Brand Recall and  thus Brand Prescription and thus revenue.

What might be different next time : We will be use the learning of prototyping it is on controlled  execution , when we go to bigger geography It can go wrong, so need to tightly stitched to ensure no  leaking rice bag . The  outcome and responsibility centre  need to be more sharply defined to ensure  success and measured

