Given the challenges of the environment in pharmaceutical marketing and promotion, we were looking for a channel that would help us not to simply deliver a ‘quick hit’ to physicians, but one that would be engaging, compelling, and have a lasting influence. Lathian came to the table with many ideas and concepts, which quickly demonstrated they understand what works and what doesn’t in what is truly a new front for sharing key messages. In all areas—content development, account management, recruitment and reporting—we are quite satisfied.”
—David KeatsProduct Manager
TESTIM® (Auxilium Pharmaceuticals)
CASE STUDY
TESTIM® Market Research
Learn more about the ROI-ANALYSIS confirmed by IMS Health…
Customer Profile
Auxilium Pharmaceuticals, Inc. (Malvern, PA) was founded in 1999 to develop and market pharmaceutical products specializing in urology and sexual health. Their flagship product is TESTIM® 1%, a testosterone gel for treatment of hypogonadism (low testosterone). This disorder affects approximately 20% of the US male population over the age of 50.
Situation
Auxilium wanted to quickly gauge the response of its targeted physicians to a promotional campaign for its flagship product, TESTIM. They wanted to test four concepts to determine which one was favored, at a reasonable cost and within a limited time period, to better focus their overall concept testing.
Solution
Lathian developed an online marketing survey to test the four promotional concepts on subsets of their target market, including PCPs, Endocrinologists, and Urologists. Auxilium chose Lathian’s eBrand Messaging from the Spectrum of Solutions platform, to recruit 150 physicians to participate in an online branding survey about TESTIM. Due to an overwhelming response rate, the information was quantified in just 2 days. In all, 171 physicians were recruited to participate in the online survey.
Using its eBrand Messaging, part of Market Research Solution, Lathian developed a comprehensive brand perception survey that was easy for physicians to use, and that returned feedback quickly and efficiently. The survey was comprised of 23 questions, including general inquiries into respondents’ specialty, practice, and specific questions about each brand concept. Respondents were also asked to rank the concepts in order of effectiveness.
The program enabled the brand team to obtain key customer insights and identify a clear-cut winner in terms of what promotional campaign to implement. The brand manager gained valuable qualitative and quantitative data on which he could build a highly effective marketing campaign, develop quality relationships with his target audience, and maximize ROI on his promotional dollars.
Results
Lathian was able to design, implement, and complete the entire program in less than two weeks. Physician recruitment efforts were highly successful in achieving the 150-response goal in only 48 hours. The response rate was so overwhelming that it was forced to close the program at 171 responses. The efficient use of Lathian’s web-based Market Research Solution saved Auxilium significant budget dollars and considerable time.
Lathian’s Market Research solution enabled Auxilium Pharmaceuticals to validate the promotional campaign that the ad agency brought to them. Lathian provided a quick and easy online market research solution that saved the company 75% of the cost of a live event for 171 physicians. The online survey results provided much needed insight for the company to effectively deliver the right message, to the right audience, in the right setting, and at the right time.
After the market research results were collected and analyzed, Auxilium asked Lathian to develop a 3-wave eDetail program for TESTIM based on the market research findings. Lathian’s eDetail solution is part of its Spectrum of Solutions’ Medical Promotion offering. Wave 1 (of a 3-wave program) has already resulted in an uptake in prescriptions and market share.
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