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| NEWS: US Oncology announces expanded educational resources to cancer patients through new affiliations with CURE & NexCura |
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Case Studies
Direct-to-Consumer Messaging Case Study: Breast Cancer
Objective:
NexCura was charged with reaching 2,500 breast cancer patients for a client to increase awareness of a specific therapy as a treatment option for breast cancer, stimulate patient-physician communication and ultimately increase sales of the therapy.
Strategy:
To date, more than 108,000 women with breast cancer have registered on NexCura's Breast Cancer Profiler tool and remain in the messaging database. The strategy was to e-mail an educational message to our targeted patient population with a link to order a free educational book about breast cancer, along with information on a specific hormonal therapy.
Tactics:
- Narrow patient population to meet highly specific criteria based on stage, menopausal status and other clinical parameters, as well as having opted in to receive information on products, services and treatments.
- Develop message in concert with client's regulatory, medical and legal teams to ensure timely campaign approval.
- E-mail the educational message each week to newly registered patients that fit the criteria. The message contained a link to order an educational book about breast cancer and the specific therapy.
- Send a follow-up survey six weeks after the educational message to three patient populations – a control group who did not receive the message, patients that received the message but did not order the book, and patients that received the message and ordered the book.
- Use the survey results to measure the campaign's return on investment (ROI).
Results:
In four months, NexCura messaged more than 3,000 highly-targeted and newly registered breast cancer patients. The ROI campaign survey and analysis revealed that NexCura was able to drive significant increases in the percentage of patients who were informed about the therapy, discussed the product with a health care professional, were prescribed the product, or planned to take the product in the future. A total of 14 percent of the control group indicated in the survey results that they had EITHER been prescribed the specific therapy OR planned to take the specific therapy in the future. That compared to 18 percent of those who received the message about the therapy, and 41 percent of those who ordered the printed materials.
Direct-to-Consumer Messaging Case Study: Breast Cancer
Objective:
NexCura partnered with a client on a 3-year campaign to help educate patients about the importance of managing cholesterol levels, and increase sales of a cholesterol-lowering medication. NexCura was contracted to reach at least 6,000 targeted patients each year for a total of 18,000 patients.
Strategy:
NexCura's Heart Profiler Tool for Cholesterol currently includes 92,000 patients interested in managing their cholesterol and remain in the messaging database. An educational message was e-mailed to targeted patients each week with a link to order educational materials about how to effectively manage cholesterol levels and information about the cholesterol-lowering medication.
Tactics:
- Narrow patient population to meet highly specific client criteria including LDL > 130, HDL < 140, or total cholesterol > 200mg/dl, as well as having opted in to receive information on products, services and treatments.
- Develop message in concert with client's regulatory, medical and legal teams to ensure timely campaign approval.
- Work with an advocacy organization to approve and support the campaign. The advocacy group also provided an educational brochure for patients requesting materials.
- E-mail the educational message each week to newly registered patients that fit the above criteria. The message contained a link to order the educational brochures about cholesterol.
Results:
The campaign reached a three-year total of 38,900 patients who received the educational message. Approximately 5,400 highly-motivated patients ordered the educational materials for information on cholesterol.
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