PM360 2021 Trailblazer Awards Co-Promote or Partnership Initiative Gold Winner Otsuka, Lundbeck, and The Bloc

REXULTI® (brexpiprazole) Customer Driven Non-Personal Promotion (Otsuka, Lundbeck, The Bloc)

The REXULTI team created a remarkable co-promote collaboration. The Otsuka and Lundbeck teams’ joint commitment to data-driven marketing always helps them gain alignment and determine the best approach for the brand. Through robust market research, they have devised an actionable customer segmentation model that identifies the needs, drivers, and barriers for their customers and serves as a framework for outgoing communications.

In any major program rollout, the strategy and execution of a non-personal promotion (NPP) plan of this scope requires close collaboration across the team. While this segmentation model was initially rolled out to their sales forces, the marketing teams identified an opportunity to make this NPP truly successful.

In 2020, after a rigorous strategic and tactical planning process, the alliance and partner agencies rolled out a truly robust, customer-centric campaign of emails, alerts, and third-party posts aimed at driving timely messaging to each of their customer segments through the use of personas. Communication strategies and segment-specific messages were developed and frequently reviewed in a Content Library Document.

The results of the program speak for themselves, with open rates on emails jumping by over 10% (5% higher than industry benchmarks). Recent ATU readouts have shown improvement in customer perception and retention of core brand messages, across segments. In addition, the REXULTI team has made significant gains in customer awareness of core messages and identification of the target patient profile areas of high focus in the NPP program.

This information is for awards write up purposes only and is not to be used in product promotion activities.

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