Kadcyla launched in the UK with much anticipation. Described by the media as a ‘smart bomb’ and ‘miracle drug’, the client was met with a huge demand for the drug from HCPs.

HCPs were asking for information in digital form - accessible at their convenience, in their own time, on their own devices.

Objectives: At the point of consideration, ensure customers have all the info they need to prescribe – supporting the sales journey between calls; Provide a brand ‘experience’ through innovative and intelligent communication – improving brand recall

We developed an app for physicians to use at point-of-care. Providing information from practical guidelines and key trial data to requesting a representative visit.

60% of target customers signed up with their email address to receive an access code for the app before launch. At launch 25% of key target customers had downloaded the app in the first week.

Driving to App:

Developed a communication strategy based on face-to-face and known effective channels at launch to an existing, receptive audience

Each individual access code contains information on how to download app from the Apple App Store

Codes distributed by reps at the end of a call, within printed materials handed out at congress and via email to target customer list.

Printed access cards contain the code.

App store description includes instructions on how to contact a Roche representative for a code.

Content design and user experience reflected the channel and devices used by our audience.

Followed Apple functionalities, familiar to majority of smart device users e.g swipe and scroll.

In-line with brand values - ground breaking, modern device which offered a solution beyond traditional leave-pieces and mailers.

Personalisation, real-time clock feature and smart, user-centred design and content to ensure app feels current, alive, engaging and valuable.

The app represents a step change towards engaging digital tools based on real user needs whilst reflecting the brand values.

60% of target customers signed up with their email address to receive an access code for the app before launch. At launch 25% of key target customers had downloaded the app in the first week.

Analytics set up in the app will give more insight into how the app is being used, information which will be used to improve and tailor the app for HCP use in future editions