Excellence in Engagement Through Multiple Channels

Summary of work

A key product in Bayer's Established Products portfolio in the UK is Nebido (testosterone undecanoate). Nebido is the market leader in the testosterone market where currently only 8% of potential patients are treated. Nebido prescribing information

In 2015, sales of Nebido declined in the UK following a decision to stop promotion. This decline prompted an initiative to find a novel approach to restore the growth curve in 2016 that did not involve traditional sales methods.

The Bayer Lighthouse Project was developed to help UK healthcare professionals identify and treat patients with hypogonadism, a condition that is under-diagnosed and under-treated by clinicians. By growing the testosterone market and reinforcing Nebido as the gold standard therapy for all hypogonadal patients Bayer could restore Nebido back to growth.

The campaign was built upon the core foundation of a traditional educational programme:

The ‘Restore the Man’ clinical seminars.

An integrated multichannel strategy was developed to support the educational programme which provided an intelligent matrix of content that evolved customer conversations across channels from event registration through to remote-detailing discussions with multichannel account managers. Customers who registered for the programme were provided with dynamic content recommendations based on their individual preferences and behaviour (by utilising a profiling matrix and leveraging customer insights across channels).

The campaign was successful in restoring growth of Nebido, achieving +9% absolute growth in 2016.

Judges' comments

Bayer’s project is an excellent demonstration of an omni-channel campaign. They had clear audience segmentation with a wide range of content and channels. It is a very worthwhile project, with a journey that works end-to-end.