Physician Marketing & PR
A consumer-facing retail brand makes its entrance in healthcare, reaching key physician audiences to help consumers save.
RetailMeNot is already a widely recognized brand in the consumer world. Known as a leading resource for coupon codes and discounts for a broad range of consumer goods—from pizza to beauty products—the company and its employees were well-versed in digital marketing and consumer PR. Following the lead of top brands like Amazon and Walmart, RetailMeNot decided to enter the healthcare sector by launching RxSaver, a new prescription discount card, employing both consumer and physician marketing to promote it. Because this was an entirely new endeavor, RetailMeNot’s marketing team turned to Activate Health to develop a comprehensive physician marketing and PR strategy that would influence primary care providers and other prescribers of high-cost drugs. Its in-house team would then leverage their own deep expertise in consumer PR and digital marketing to target consumers directly, aligning with this B2B healthcare strategy and direction.
The engagement began with the development of a comprehensive marketing, PR and strategy plan, which provided a roadmap for reaching top prescribers of specific drugs. These strategies ranged from targeted media relations (authored articles, interviews with leading healthcare trades) to participation in tradeshows for thought leadership and physician marketing, including speaking opportunities. Upon approval of this plan, Activate Health assisted with a variety of tactics, providing extensive competitive research, creative development of fulfillment and physician marketing materials and content for web and digital marketing vehicles. Our agency also provided ongoing media relations support, helping to secure noteworthy mentions of RetailMeNot’s RxSaver card in a variety of prominent healthcare publications.
We supported a variety of physician marketing activities, including the development of direct mail and fulfillment kits for card distribution in waiting rooms, ERs and urgent care centers, as well as leave-behinds and collateral for RetailMeNot’s sales and conference staff.
We also worked diligently to secure authored articles and interviews in leading trade and physician marketing publications, which included tips for prescription savings and valuable mentions of RetailMeNot’s discount program.
CONFERENCES & TRADESHOWS
Activate Health developed a robust tradeshow plan which included some of the most coveted speaking opportunities for reaching physicians and other influencers like nurse practitioners and physician assistants.
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