Providing value add, engaging experiences to HCPs across the US.
Pfizer Health Care Professional Engagement US
Pfizer USA approached us in early 2017 and invited us to a competitive pitch to work with them on improving the above-brand component of their Healthcare Professionals Portal - a core tool in the engagement of HCPs with Pfizer.
9.4% Increase in successful registrations
Developing an actionable and data driven strategy
Following the successful award of the work, Graphite began working with Pfizer US to understand and redefine the role of the Portal within the Pfizer marketing mix, to understand the value generated for users and the business, and to develop a strategy to improve the performance of the Portal over the rest of the year.
17.9% increase in logged in users
Graphite lead a research and strategic development workflow, involving stakeholders from across the US business to bring the portal on a journey from the current position in the market as a more static, information lead offering to a more service driven, user-centric approach designed around offering tools and support to help the HCP in their daily work - adding genuine value to their interaction with Pfizer in as many places as possible.
Attract more health care professionals (HCPs) to the portal
Result: +6.5% In portal visits from new HCP’s
Drive acquisition (registration) of new HCPs to the portal
Result: +9.4%Registration Completion Rate
Drive engagement with meaningful and relevant content on the portal
Result: +12.6% Key Action Engagement Rate
Provide a satisfying user experience on the portal
Result : +4.4% 3 star Pageview rate
Retention and re-engagement of HCPs on the portal
Result: +17.9% log-in rate