Lee also brought up structural challenges, like getting assigned either the HCP or direct-to-consumer (DTC).
“Clients are sometimes just structured differently,” Lee explained. “They have groups that are talking about HCP, groups that are talking about DTC, and they do and don’t talk to one another well or not so well.”
Sparks mentioned a test case where Novo Nordisk worked with HCP and DTC teams on two simultaneous campaigns: one to get patients into the doctor’s office and another to get the doctor to write the prescription. The results saw a 38% lift.
“That intersection is imperative because they don’t exist, one without the other,” Sparks shared.
