M3 and partners win Digital Sales Aid Award

M3 - the global provider of technology services in healthcare – has scooped the PM Society's 'Digital Sales Aid Award',* for a campaign run in partnership with Rosemont and its agencies - MSA Media and Rainmaker Advertising. 

The campaign, which was designed to overcome the common industry marketing problem of limited doctor engagement with pharma-owned websites, generated very high levels of engagement with the target group of doctors and resulted in a 179% increase in sales, year on year, for Rosemont's liquid formulation of Alendronic acid, for the period of the campaign. 

Over 5,000 GPs engaged with the Rosemont ImpactZone eDetail on osteoporosis with each doctor viewing more than 10 pages and 11% of them viewing all 15 pages of content.

The results were achieved through the use of an M3 developed service called ClinAccess, which encourages doctors to engage with selected pharma and other healthcare websites by highlighting the relevance of the information to doctors and providing a seamless and intuitive route to view these websites without the barriers of registration and unfamiliar navigation.

ClinAccess, which was launched at the start of 2014, works via an Application-Programming Interface (API) – the API enables content on third party websites, such as a brand.com website, to be viewed by doctors using M3 operated websites, in this case Doctors.net.uk. 

The service, which can be deployed very quickly, is also available to users of the award-winning, practical medical information tool, MDLinx, which is owned by M3 Group. It can be used to reach a broad audience of doctors or to target specific doctors (according to their online profile or by list-match). Market research services can be used to asses the impact of the programmes on doctors' knowledge, attitudes and clinical practice.

Jan Flynn, Rosemont Marketing Manager, said: 'Doctors.net.uk surpassed our expectations. Through them, we established a direct relationship with our key GP customers for the first time and saw it directly drive sales  - far more cost effectively than if we'd deployed a GP salesforce.'

In conclusion ClinAccess helps to bridge the divide between doctors and industry websites. We have found that if you carefully showcase relevant online content about products to doctors via websites that they trust many are happy to view it and are interested in the opportunity to find out more.
         
*The Digital Sales Award was one of the categories in the PM Society's Digital Media Awards 2014. For more details log on http://pmsociety.org.uk/awards/digital/2014/index

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