top of page
Monade Consulting

Case study: Global to local congress strategy to improve HCP engagement

Medical congress

Client Partner

The Stem


  • Stakeholder interviews

  • User experience design

  • Behaviour change

  • Engagement strategy

What was the challenge?

A top tier global biopharma company was seeking an omnichannel framework that would drive a more systemic approach to managing patients with hepatocellular carcinoma. We needed to develop content that aligned with HCP customer needs and position that around key congresses and data. Rather than starting at the global level, we needed to start with a key local market where MSLs were struggling to have good 1:1 conversations with prescribing physicians.

How did we solve it?

Working in partnership with The Stem consultancy in the US, we:

  1. Created personas and user journeys based on two HCP customer groups - oncologists and gastro-hepatologists

  2. Utilised behaviour change methodologies to align desired outcomes with customer and business needs

  3. Developed a content plan and omnichannel promotion to align global congresses and local content and activities

What were the outcomes?

  • A framework for local markets to leverage maximise data dissemination and engagement

  • Local market channel plans over a 12-month period, aligned to global activities

  • A pilot approach to test, measure and learn in one country before scaling the approach

  • Tangible content and landing page plans to support congress activity and data dissemination

bottom of page