Real-world case study: Leveraging real-world evidence to drive physician engagement

First off… what is Real-World Evidence (RWE)?

Real-world evidence is the clinical evidence regarding the usage and potential benefits or risks of a medical product derived from analysis of real-world data (RWD). RWE can be generated by different study designs or analyses, including but not limited to, randomized trials, including large simple trials, pragmatic trials, and observational studies (prospective and/or retrospective).1

Why is RWE so important?

RWE provides a more comprehensive understanding of how a therapy works in the “real world” outside of randomized controlled trials (RCTs). For example, researchers and HCPs can see how efficacious treatments are for different patient sub-groups that weren’t included in RCTs – ultimately enabling them to make more customized treatment plans for patients.

Case Study: See how one pharma company leveraged real-world evidence in their physician engagement program

Campaign Objective: Educate physicians about the results of a real-world evidence based meta-study of 430K cardiology patients​

Sermo Solution: Interactive Post leveraging unbranded video and poll questions

Target: Italian Cardiologists, PCPs, Anesthesiologists & General Surgeons​

 Campaign success metrics

  • 2x more video views than goal
  • 50% more views than goal
  • 15 percentage-point increase over engagement rate goal

Ad impact & effectiveness study results

Measurement Objective: Understand ad awareness and message recall of educational ad​

Methodology: 5-minute online survey to test and control groups, fielded June 2021

The results?

The Sermo RWE campaign had near universal recall and effectively increased message recall among targeted physicians, signaling this is an extremely effective content strategy for educating HCPs and supporting their treatment decision-making.

To learn more, contact us at business@sermo.com

1Source: https://www.fda.gov/science-research/science-and-research-special-topics/real-world-evidence