Launching a new therapy in today’s NSCLC landscape means entering one of the most competitive and information-dense categories in oncology. Even with strong clinical data, standing out at launch is far from guaranteed as healthcare professionals navigate expanding treatment options, evolving guidelines, and constant promotional noise.
For this newly launched NSCLC brand, the challenge was clear: how to drive early visibility and differentiation at a critical moment in the launch journey.
Designing a program that meets HCP content preferences
An effective HCP engagement program starts with understanding how physicians prefer to consume and act on information. This program was built around two core principles:
- High clinical relevance, ensuring content aligned with physicians’ expectations for credible, practice-relevant education
- Measurable, actionable insights, enabling clear evaluation of performance and impact
Guided by Sermo’s HCP education best practices, the creative approach reflected how physicians engage with branded content today. Content was intentionally designed to be short, focused, and easy to consume, recognizing that snackable formats and concise videos are most effective in capturing and sustaining physician attention.
The program also accounted for the importance of multiple educational touchpoints, reinforcing key messages through repeated exposure. Rather than relying on a single interaction, the campaign delivered complementary content formats to build awareness, deepen understanding, and support recall. This strategy aligns with Sermo research showing that physicians prefer repeated exposure to content: 78% of HCPs want to see at least two pieces of educational content, with 70% identifying a “sweet spot” of 2–6 exposures, before feeling confident enough to prescribe.
To bring this strategy to life, the brand implemented a multi-touchpoint campaign across the Sermo platform that included:
- An interactive post featuring core clinical information
- A dedicated email to increase reach and drive additional engagement
- A short-form video ad highlighting key efficacy data
- A second video reinforcing patient-selection considerations
The content was targeted to a custom list-match audience in the U.S. Each component was designed to align with how physicians prefer to engage with content—concise, clinically relevant, and data-driven—while delivering multiple opportunities for interaction. By implementing Sermo’s launch best practices into the campaign setup, the program delivered education that felt relevant, efficient, and impactful for busy HCP audiences.
Breaking through at a critical launch moment
Program engagement data confirmed that the launch messaging was not only reaching healthcare professionals but also breaking through. Across the content types, performance exceeded oncology benchmarks—signaling that the content captured attention and encouraged active interaction at a critical moment in the launch.
Efficacy and real-world data emerged as standout message elements
Findings from the program impact study highlighted the importance of clinically meaningful, data-driven content in shaping physician engagement and perception during the launch phase. When reflecting on their experience with the program, physicians cited clinical evidence as the primary factor driving their interest and interaction.
These insights reinforce the value of emphasizing efficacy and real-world evidence in oncology launch communications, particularly when delivered in a clear, concise, and accessible format.
Beyond engagement, the program impact study also demonstrated measurable influence on physician perceptions and intent. Following exposure to the program:
For a newly launched brand entering a market dominated by established therapies, these outcomes underscore how data-driven, physician-first content can drive both engagement and early momentum—supporting familiarity and prescribing confidence at a critical point in the launch journey.
Turning insights into action
For brands launching in competitive oncology categories, this program highlights the value of a physician-first, data-driven approach. By applying Sermo’s HCP education best practices and delivering clinically meaningful content within an HCP-only environment, brands can drive early familiarity, confidence, and momentum at launch.
Have a new brand or indication launching soon? Sermo helps brands reach the right physicians with high-impact, multi-touchpoint programs designed for how HCPs engage today.
Contact us at business@sermo.com to learn more.
