Laser Focussed Improvement In Brand Awareness

MARKETING CAMPAIGNS FROM HYPHENS

Laser Focussed Improvement In Brand Awareness

Building loyal customer base of ENT specialist

Introduction

IPCA is a consumer-led global pharmaceutical company which produces over 80 APIs at 12 production facilities. In 2022, Hyphens were asked to develop an in-depth quarterly newsletter for ENT specialist containing multi-faceted explorations of complex issues in ENT to build a community and create brand awareness among their leads.

Challenge

Previously, the newsletter was published annually – content quickly went out of date also and distribution was not subscription based and had low engagement. Content had to be updated quarterly, so things had to change. To do this, the communications staff needed to update the report in-house to avoid delay.

Client

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Improvement in subscription, Especially on Mobile

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Increase in responses

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Hospitals accessed in first two months

Solution

A subscription model was designed and the frequency of the newsletter was changed to quarterly.

It had to carry latest innovations in diagnosis & treatment, latest drug developments, andlatest research in the field of ENT were shared with hospitals, government agencies and stakeholders, and this quarterly newsletter instantly improved in connecting & engaging their customer base (ENT Specialist).

The quarterly newsletter was designed with featured image and other eye-catching visuals, top stories featured at the top and additional content and promotions towards the end.

Our deep understanding of the client’s needs and audience interactions informed our development and report interactions. Data intelligence and audience insights guided the development team. As a result we created an accessible, interactive, animated and archivable physical and digital format to ease of reading and increasing accessibility.

We carefully track the areas of reader interest, allowing us to focus on the content that matters. Data analysis and content strategy helped us design and improve the customer experience.