Medical information cascade

We identified the channels HCPs use to receive medical information, and developed an easier, more efficient way for them to access medical information – at the point of need – in a meaningful, timely, relevant and compliant manner.

Client challenges

  • Global medical information requests had grown 7% per year since 2008 and new product launches were putting a huge strain on call centres.
  • 84% of European physicians were regularly using search engines for drug information, but this channel was not being utilised by our client.
  • A future-facing solution was required to deliver the information – at the point of need – in a meaningful, timely, relevant and compliant manner.

Our approach

Primary research

We interviewed HCPs in 10 countries about their behaviour when seeking medical product information.

Customer focused framework and strategy

We developed customer environment maps and the ‘medical information cascade’ concept.

Business case and compliance

We developed a framework for investment, and a legal and compliance strategy, to ensure the service met local regulations.

Pilot and iterative service design

We built a pilot and undertook multi-region testing to build & roll out the service globally.

Training course for content writers

Face to face and video training modules for medical writers on SEO and web copywriting.

Measurement and optimisation

We developed measurement frameworks and dashboards to evaluate and improve the information service being offered to HCPs.