To conduct an extensive audit of the Durbin brand at a time when it sought greater awareness and global market leadership for its Managed Access Programs (MAPs) division. To create an evolved value proposition as the communicative foundation upon which greater cross-industry connectivity could be achieved and ambitious growth plans could be built. To devise and implement a multichannel 12 month communications plan leveraging digital technology to a greater extent and furnish business development teams with the tools for lead generation.
The Champions strategy team conducted a series of stakeholder interviews and market and competitor research activities to gain a deep appreciation of both the global pharmaceutical marketplace and the MAPs space targeted by Durbin. We worked to develop a detailed audit document with a series of activity recommendations. We then used its findings to create a value proposition, blueprinting key messaging, core values and USPs. Following further discussions with the client, that unit of work was then converted into a multichannel activation plan, setting out a full year of activities in pursuit of identified strategic objectives, which we are currently implementing.
The activation element of this interesting project is ongoing and showing early signs of success but throughout the process we were pleased to engage at a very detailed and high level with stakeholders across the world. We were then able to win their early collective buy-in for both the value proposition we presented and for the subsequent marketing and communications plan we continue to roll out internationally.