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Ground-breaking product launch proves value of digital

Abbott makes pharma's first digital-only launch
Online physician communities

An industry-first campaign, run by Doctors.net.uk to launch a new HRT product, has engaged thousands of doctors and made a significant impact on sales. The campaign for Abbott Established Pharmaceuticals Division (EPD) was the first new product launch to be delivered solely via a digital channel for the pharma industry.

It has seen more than 9,000 doctors engage with Abbott's Low Dose HRT brand via Doctors.net.uk. This equates to 45% of the NHS population of obstetricians and gynaecologists, and nearly 23% of GPs.

Furthermore, the brand's market share has increased and there has been a continuous month-on-month increase in sales in 2013 as a result of the campaign, which included interactive case studies, clinical paper summaries, and an ask the expert section.

The decision to try a digital only product launch via Doctors.net.uk was made following research conducted by Abbott, which found online professional networks can provide a more effective method of engaging with doctors than traditional sales and marketing channels. They enable them to take a more targeted and measurable approach, and to deliver a mix of promotional and educational messages in a way that really benefits doctors' clinical practice.     

More than three million physicians use professional online networks worldwide and statistics from Doctors.net.uk show that 59% of them visit these channels specifically to update their medical knowledge; while 38% do so to get information on new products.

The programme for Abbott recently won a PM Society Digital Media award for the best healthcare website. Judges praised the winning entry for its “great educational content”. They said it was “nice to see the industry take this step … and clearly it was a good decision judging by the impressive results”.

Ajay Mann, Commercial Marketing Manager for Abbott EPD, commented: “The results speak for themselves. The coverage and frequency of the campaign exceeds current national call rates by sales reps. What pleases us the most is our increase in market share and continued sales growth. Doctors are coming back to the website, indicating that they find it a valuable resource.”

For more information on Doctors.net.uk, please call Tim Ringrose on +44 (0)1235 828400, or email Tim.Ringrose@mess.doctors.org.uk. You can also follow Doctors.net.uk on Twitter: doctors_net_uk

16th October 2013

From: Marketing

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