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Client:
Time is health or how Pfizer succeeds in pharmaceutical marketing.
350+
total interactions
45%
recurring usages
8.9 min
per unique usage
The challenge
One of the world’s largest pharmaceutical corporations, Pfizer, wanted to present its new oral contraceptive to the gynecologists in Austria through direct mailing in a more efficient and unique way. Pfizer did not strive to make doctors wade through reams of leaflets and brochures but still wanted to stand out from the crowd and communicate its content more effectively. Another challenge was turning the highly tedious and complicated sampling ordering process, which often loses many prospects, into a fun and straightforward experience.
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The solution
Over 1000 doctors received an Interactive Paper with detailed information about the product that was presented through a short and exciting video and the quiz. Practitioners could also leave behind the arduous sample ordering process and now had the opportunity to request the birth control samples and further materials about them, with just a few clicks.
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The Paper
The first button shows through a captivating video the main components and advantages of the new contraceptive compared to the competition. Watching an exciting blockbuster instead of flipping through dozens of indistinguishable brochures? Well, there is nothing impossible for Interactive Paper.
Users could participate in a short, interactive quiz to expand their product knowledge and understand the medicine and its specific features and benefits even better.
Many practitioners often give up during the increasingly complex process of sampling order. But definitely not with Interactive Paper. Just two easy steps and additional information and the oral contraceptive samples are already on their way to the practice.
Are you also looking to save doctors' time through interactive marketing?
The success
Interactive Paper provided an exciting alternative to traditional promotional materials in pharmaceutical marketing and offered Pfizer the opportunity to raise the engagement of healthcare professionals, as well as save their time. The informative, playful, and targeted solution also helped simplify the process of sample requesting and gain exciting insights into campaign performance that would have never been possible to achieve through classical brochure advertising.
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The solution
Over 1000 doctors received an Interactive Paper with detailed information about the product that was presented through a short and exciting video and the quiz. Practitioners could also leave behind the arduous sample ordering process and now had the opportunity to request the birth control samples and further materials about them, with just a few clicks.
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