Docquity, an online community of verified healthcare professionals (HCPs) in Southeast Asia, reported that it helped a Philippine-based pharmaceutical firm in the pain management therapeutic area to gain 10% market share in just one year through its proprietary Docquity Awareness to Advocacy (A2A) program.
The company said the approach complemented the client’s sales and marketing team to improve HCP reach by 2.5x through almost 30,000 touchpoints, and increase conversions and revenue, at 17% of the cost of deploying traditional methods such as face-to-face medical representatives.
The client manufactures a pain product with a different mechanism of action, providing a multi-modal approach to pain management that can be more effective for certain patients.
However, the pain product market is resource-driven and promotion-sensitive, with a mix of prescription and over-the-counter (OTC) competitors. While the client needed to raise awareness and educate doctors on the role and benefits of its product’s approach to pain management, its medical representatives initially connected with only around 15% of HCPs who treat patients for pain and related symptoms in its market.
To address these challenges, Docquity onboarded the client to its A2A program, starting with understanding the client’s current brand perception through HCPs on its network and deploying targeted, omnichannel outreach to raise awareness on the brand’s key messages and build trust through scientific education.
Docquity then continually measured the journey of HCPs across marketing cohorts, from the Awareness cohort (HCPs who interacted with key messages across Docquity and social media channels) to the Trust cohort (HCPs who further interacted with scientific education content, such as case studies and courses, on the Docquity platform) and the Advocacy cohort (HCPs who expressed interest in the client’s call to actions (CTA).
Based on this approach, Docquity leveraged its Virtual Medical Representatives (VMRs) to have focused conversations with HCPs, supported by HCP preferences generated through the Docquity Insights platform.
“Through Docquity’s proprietary A2A approach, our client in the Philippines was able to build a more targeted segment of HCPs who could identify the specific cases in which its product was highly relevant. This enabled the client to cultivate meaningful relationships with the right HCPs through the right messages and channels, overcome industry competition and achieve remarkable business results,” Amit Vithal, co-founder and chief growth officer at Docquity, said.
“Our network and expertise as a trusted digital platform connecting and enabling HCPs in Southeast Asia puts us in a unique position to continue developing this approach to support healthcare organizations looking to improve engagements with doctors.”
With solid results delivered in just 12 months, Docquity and the client have since progressed towards a long-term, commercial partnership model, where Docquity is equally aligned with the client’s business goals and brand’s growth.
Docquity is in further discussions with more healthcare organizations across Southeast Asia to demonstrate the value of its A2A program and embark on a shared journey to empower HCPs to build healthier lives at scale.
