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Healthcare Agency Strategic Planning to Enter HIV Marketplace with New Service Offerings


Case study

Scenario: 
  • Medical communications agency needs primer to become familiar with the HIV marketplace and business strategy to generate projects with pharma clients who have HIV product lines.
Background:
  • Medical communications agency without HIV experience needs an HIV primer to get up to speed on the HIV marketplace, demographics, and patient education needs.
  • Company planning to develop HIV relationship marketing programs.
  • Company scheduled to meet with major pharma client with HIV franchise and needed approach for developing novel service offerings to meet client needs and generate HIV business.
Objectives:
  • Develop HIV primer that provides relevant market information and background material to help the agency compete for HIV business.
  • Outline opportunities and strategies to tie patient and professional relationship marketing programs in with brand strategy and demonstrate positive ROI.
Approach:
  • Employ secondary data, literature searches, and qualitative interviews with AIDS service organizations and other members of the HIV community.
  • Use findings as basis for  development of primer and strategic recommendations.
Key Outcomes:
  • HIV primer enabled agency to become familiar with HIV and conversant in HIV market needs.
  • Compelling case for specific HIV patient education program needs emerged from the qualitative research findings.
  • Patient empowerment emerged as a compelling need that could also be linked in with target pharma clients’ brand strategies.
Impact:
  • Project findings guided agency planning efforts and the development of a compelling HIV patient relationship marketing program.
  • Company successfully engaged numerous pharma clients in HIV project discussions.