Hospital Pharmacy Europe

We created a multi-channel campaign for a global pharmaceutical group that led to 16 UK hospitals using the company’s new ready-to-use (RTU) product.

Objectives

Our client asked us to create a multi-channel marketing campaign to increase awareness of their new RTU product among Hospital Pharmacists and, ultimately, drive sales to UK hospitals.

Our approach

Our targeted marketing tactics centred around Cogora’s community of Hospital Pharmacists which regularly engage with the Hospital Pharmacy Europe brand in all its various guises.

First, we produced a video e-detail explaining the product benefits, which we hosted on hospitalpharmacyeurope.com. Qualified traffic was driven to the video using a mixture of in- and out-bound marketing tactics.

A series of 8 bespoke promotional emails was created and sent to Hospital Pharmacy Europe’s database of UK Hospital Pharmacists that have requested to receive such information. Three of the emails were designed and distributed to coincide with the British Oncology Pharmacy Association’s Annual Symposium.

A sponsored report on the client’s symposium at the European Association of Hospital Pharmacy’s Congress was created and distributed in all UK copies of our Hospital Pharmacy Europe Journal, along with a specially designed one-page advertisement.

Lastly, a stand was created and manned at our annual Hospital Pharmacy Europe Live event at London Olympia.

Outcome

  • 552 e-detail views
  • 8 bespoke emails created
  • 25% minimum email open rate
  • 2021 meeting reports distributed to UK hospital pharmacists

Our client attributed the adoption of their RTU product in 16 UK hospitals to our Hospital Pharmacy Europe campaign.