This is a business-to-business campaign marketing a complicated and specialized service.
Catalina was marketing a system to modify a health consumer’s behaviour to improve medication adherence, a key factor in creating healthier outcomes for patients suffering from chronic illnesses. Statistics have proven that a lack of adherence is responsible for burdening the USA’s and Canada’s healthcare system with billions of dollars in hospital stays and emergency procedures. Catalinas in-depth insights and comprehensive understanding of a Health Consumer’s Journey enables pharmaceutical brands to reach patients with critical information about their adherence when they are most receptive.
The company is strategically partnered with a large network of pharmacies at which a pharmaceutical brand’s message is delivered. Statistics indicated that health consumers are more likely to respond favourably to messaging when it is delivered by a trusted healthcare professional, such as their pharmacist. The company capitalized on this by enabling pharmacists to print out adherence messaging along with a patient’s prescription, so that the health consumer receives the necessary education prior to leaving the pharmacy.
The industry had begun describing Catalina as antiquated and lacking innovation because it had not introduced a new delivery mechanism for messaging the health consumer, other than its paper printout, in nearly 17 years. While the paper printout continued to achieve pharmaceutical brand objectives, the company’s competitors seized the opportunity and began introducing new digital delivery tactics to entice an audience primed for change.
Quiller & Blake was tasked with creating new business leads and changing perception of Catalina in the market to position the company as an innovative, industry leader with unparalleled knowledge of the Health Consumer Journey.
After a briefing session conducted by the client, which outlined the corporate mandate for growth in the market and the areas in which Catalina saw the greatest opportunity to strengthen its business model, Quiller Blake Healthcare began the development of a marketing strategy that would meet the client’s objectives. The MarketConnect process was brought into play to establish a fast, disciplined development of strategy and a tactical plan.
A thorough review of competitive activity in the marketplace was undertaken to develop messaging that would strategically position Catalina as the leader in this marketing niche.The target audience was identified as pharmaceutical brand managers and their influencers QBHC then conducted qualitative research with the target audience to help ascertain which messaging directions would best resonate most strongly with brand managers.
The discovery stage determined that Catalina should hang its hat on its in-depth knowledge of the Health Consumer Journey to strategically distinguish its services from those of its competitors. QBHC’s recommendation was to position Catalina Health as a strategic consultant that offers preeminent, analytical capabilities to enable the delivery of meaningful messaging to health consumers when they need it most.
The strategy for the new brand ad included utilizing visuals that would be arresting in publications targeted to the pharmaceutical community. QBHC recommended using visuals that were unique and dramatic and even considered out of place in order to create stopping power. We utilized dramatic forestry imagery that depicted a path that should be followed. To create further stopping power, and added lighting to the visual which would be perceived as out of place in a forest. The forest represented the difficult and uncharted path the health consumer must follow and the light fixtures represented Catalina Health and its ability to create a clear path for the health consumer to follow for improved adherence and better outcomes. The headline and subhead – “The Path to Enlightenment Begins Here.” Only Catalina Health has the illuminating insights you need to engage your health consumer brilliantly” – introduced the reader to the concept of following a path to better outcomes and to the promise that Catalina had the insights required to ensure the messaging was meaningful to the health consumer receives it. The unusual and thought provoking imagery helped to position the company as a leader and an innovator.
The brand ad underwent an evolution during the second year of the campaign to avoid readership fatigue – fresh visuals and updated messaging ensured Catalina retained top-of-mind positioning in the audience’s mind.
In addition to the brand ad, QBHC recommended developing messaging for Catalina’s Multichannel approach, which outlined the new offerings it was bringing to market. The ad featured the new locations and modes of communication brand managers could utilize to message the health consumer. Brand managers could now message health consumers at the doctor’s office, at home or on the road, with voice messages, direct mail, digital ads and print materials. The headline was bold and direct – “Deliver Personalized Messages Whenever and Wherever Your Health Consumers Want Them.” The visuals that were utilized for the campaign were current and trendy to help support Catalina’s position as an innovator and trend setter.
The media strategy included top pharmaceutical print publications and their online counterparts. Print and their associated online properties remain the most cost-effective and targeted medium for reaching business-to-business audiences. The online properties were selected with the assistance of Comscore, which ensured the most appropriate online properties were selected for the client’s objectives. LinkedIn was also recommended as an online component as it offered a very targeted and cost-efficient approach for reaching pharmaceutical brand managers. In addition, SRDS provided unbiased business-to-business print publication overviews to ensure only audited publications with the largest circulation and most relevant editorial were selected for the campaign.
Both print ads were part of a readership ad study conducted by industry publications, which reached out to readers to request feedback on ad messaging and visuals. The study helped to reaffirm messaging directions were on point and that they were being understood by prospective clients.
The media campaign launched with a heavy weight frequency to help introduce the new Catalina Health to existing and prospective clients. The heavy weight frequency was maintained for three months of the one year media campaign and then began to diminish to help meet budget parameters. Unique and unusual media executions were strategically selected to support the overall strategy of positioning Catalina Health as an innovative and thought provoking industry leader. Bellyband print executions were secured to ensure Catalina Health was the first message readers saw when they received their publication. In addition, bold mock covers were purchased to ensure readers were introduced to the company’s messaging before they even began to read through the publication. The bold placement also conveyed to the audience that Catalina Health was a formidable player in the industry and worthy of a partnership. Double page spreads were also secured as part of the initial three-month heavy weighted flight to capture maximum attention. Unique online executions included welcome ads, which commanded the visitor’s attention by launching as soon as the visitor arrived at the publication’s online home page. In addition, QBHC developed online videos for both Catalina Health’s brand message and its Multichannel offering. The videos were dynamic and featured music, voiceovers and interactivity to create a compelling and engaging story for online visitors to experience. The videos were immediately launched from expandable online banners and this unique execution continued to support the overall strategy of positioning Catalina Health as innovative. Print and online media were utilized throughout the campaign with 70 per cent of the budget initially allocated to print to accommodate the unique and investment heavy executions. Once the weight levels were reduced print was allocated 60 per cent of the budget as the medium reached more of the desired audience – business-to-business online properties have not enjoyed the same growth as their consumer counterparts. New brand ads launched the campaign, but took a back seat position to the client’s Multichannel approach because this offering featured new and innovative tactics the industry had been anxiously awaiting.
The campaign was tracked by Google Analytics and metrics were gathered at Catalina Health®’s website to illustrate the efficacy of both the print and online advertising components. The campaign’s online properties also provided metrics for Catalina Health’s online executions. In every case, the number of impressions projected for Catalina Health were achieved and surpassed. The online properties generated as many as 5000 click throughs for the client in a one-month period. Traffic to the Catalina Health website increased from the previous year by 40 per cent and generated several key meetings with prospective new clients. This traffic and these leads were tracked to both the print and online advertising components. In addition, Catalina Health conducted an awareness study just one year after the launch of the campaign with a leading industry publication and the company had regained its position in readers’ minds as one of the industry’s key players. The client’s core messaging was also clearly recognized by survey participants, which confirmed the advertising messaging was effectively speaking to the target audience.