Challenge:
Provide the Lidoderm Brand with a cost-effective way to communicate
the benefits of the Lidoderm patch to 10,000 of its top prescribers.
TMX developed an e-detailing program that allowed Endo to expand
beyond sales force constraints and engage prescribers in a way that
made key information available to physicians about the efficacy, safety,
MOA and pathophysiology of the Lidoderm Patch. Factors considered:
The Brand was resource constrained and metrics focused. Sales force
constraints limited the reach of existing Rep Recruitment efforts. No
medically relevant gift or voucher/sample offers will be used.
Our solution:
TMX developed a rich media email campaign to be deployed over the course
of 3 months. Each launch highlighted a different aspect of Lidoderm
-- efficacy, safety and a low risk of systemic effects. The primary
call-to-action included a link from the rich media email to the online
detail aid, which provided the physician with additional access to more
in-depth information about Lidoderm. The program also provided recipients
with various means to communicate directly with Lidoderm support staff:
"Contact Medical Affairs", "Request a Sales Rep Contact", and "Sign-up
to Receive Future Information about Lidoderm".
Gold, Interactive Marketing Banner w/Integrated Microsite
2004 Icon Awards
Lidoderm, Wave 1
