Challenge
How to reach health care providers for crucial hospital conversations during a pandemic
- Evivo infant probiotics provide protective and even lifesaving benefits to the tiniest neonates in the NICU.
- Neonatologists and neonatal nurses aren’t able to step away for hallway conversations, so communications outside of the NICU, such as dinner meetings and lunch-and-learns, were crucial educational tools during a 12-to-18 month sales cycle.
- Evivo also benefits healthy, full term infants. Pediatrician office calls and educational events were key to gaining pediatrician recommendations and providing samples for their patients.
- Covid-19 suddenly shut down the ability for Evivo to present their long-form message to ongoing and new prospects through traditional channels. Hospitals and pediatrician offices were now closed to any medical sales reps, and were no longer accepting samples or literature.
- Evivo had used webinars in the past with moderate success, but now webinars needed to take center stage and attract new HCPs to attend and learn about Evivo.
Solution
E29 implemented a multi-channel marketing campaign to promote webinars and drive health care providers to register, attend, and view content. Separate, but complementary creative messaging and design targeted the two distinct audiences: hospital/NICU-based neonatology health care providers (HCPs), and office-based community pediatricians. Creative also extended to Evivo’s CRM, digital tools for sales, and announcements on Evivo’s Professional website.
We reached members of professional medical societies through dedicated eMails, along with banner and display ads in the societies’ digital publications and newsletters including:
- American Academy of Pediatrics (AAP)
- American Pediatric Society and Society for Pediatric Research
- Academy of Neonatal Nursing, National Association of Neonatal Nurses, and Association of Women’s Health, Obstetric and Neonatal Nurses
Webinar Eblasts
Targeted Digital Ads
Impact
NEARLY
2,000 HCPs
REGISTERED
for 5 webinars between
March and November, and were added to Evivo’s CRM database for ongoing outreach
50%
AVERAGE WEBINAR ATTENDANCE
M.D. ATTENDANCE INCREASED
4.5% TO 30%
of attendees at each webinar:
from March to November