HRT promotion wins digital media award

Doctors_net_uk (web) An innovative promotional partnership that saw a new HRT drug launched to the UK market via a digital channel only has won a PM Society Digital Media Award.

Doctors.net.uk, which launched Abbott’s Femoston-Conti Low Dose, reached more than 9,000 doctors – including 45% of relevant NHS specialists.

This first ever digital-only product launch has achieved a 20% increase in sales of the product every month in 2013, and won the award in the Healthcare Professional Website category.

The promotional campaign included interactive case studies and summaries of clinical papers, and gave doctors the opportunity to ask questions.

The award judges praised the campaign for its “great educational content”, and said the initiative was “clearly a good decision judging by the impressive results”.

Dr Tim Ringrose, CEO of Doctors.net.uk, said: “Abbott’s decision to use Doctors.net.uk as the sole promotional channel for its new drug is a major milestone for the pharma industry.”

“The results speak for themselves,” commented Ajay Mann, Commercial Marketing Manager for Abbott EPD. “The coverage and frequency of the campaign exceeds current national call rates by sales reps. What pleases us the most is our increase in market share and continued sales growth.”

Doctors.net.uk is the largest and most active digital network of doctors in the UK, with a membership of more than 200,000 professionals.