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Quidel engaged FischerHealth to raise awareness among ObGyns, nurse practitioners and family practitioners of the QuickVue Advance® pH and Amines test used for the diagnosis of BV. |
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Research indicated that while ObGyns were unlikely to adopt a rapid test due to their reliance and experience using the traditional method of BV diagnosis, nurse practitioners and family practitioners both saw value in the rapid test. |
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A three-tiered direct-to-physician program to communicate the benefits of the test was developed. The program included: development of a roundtable event, trade show marketing and formation of a reproductive health advisory board. All efforts were designed to increase awareness and adoption of the test among the three target clinical audiences.
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KOL Roundtable Event
FischerHealth and Quidel developed a Key Opinion Leader (KOL) roundtable event of target physicians. The meeting engaged Women’s Health experts to discuss the value of a POC BV test and leverage their input both for product development and external validation of product value. FischerHealth was charged
with researching target participants, facilitating the invitation process, supporting the agenda development and managing all event logistics.
Results:
The event resulted in the creation of a proceedings document validating the value of the QuickVue Advance® pH and Amines test, including a review of the meeting discussion and additional commentary from thought leaders. Quidel leveraged the proceedings document in direct mail campaigns and CME initiatives to a wider audience of target professionals. |
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Trade Show Program
To reach NPs, FischerHealth and Quidel developed an awareness campaign to be implemented at two national nurse practitioner conferences, AANP and AWHONN.
A creatively themed campaign was developed to communicate the test benefits in a unique and memorable way. The theme played on the fact that the current standard of BV testing required the Nurse to conduct a “whiff test,” involving an unappealing odor. The rose-themed campaign highlighted the end of this test and a rosy future for diagnosing BV. Activities included a direct mail to attendees and door drops promoting Quidel’s raffle of a year’s supply of flowers as well as a silk rose giveaway at the booth.
Results:
Quidel achieved a tremendous amount of buzz at the shows, increasing booth traffic with the rose giveaway and raffle. They captured more than 800 leads from both shows, a 20% response rate. |
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Advisory Board: Reproductive Health
FischerHealth and Quidel identified and developed Quidel’s first Reproductive Health Advisory Board. The advisory board consists of eight clinicians from leading institutions, including Harvard Medical School and Johns Hopkins University. FischerHealth researched the key opinion leaders and assisted in
program development activities ranging from site selection to agenda and background materials development. In addition, FischerHealth counseled Quidel on approaching the clinicians to join the Board and provided ongoing support for their introductory meetings with Board candidates. The first meeting, held in July 2005, provided Quidel the forum to engage reproductive health leaders, securing
their support and counsel on ways to advance Quidel’s reproductive health point-of-care technologies.
Results:
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Quidel’s senior management stated the return on investment for the Advisory Board was unmatchable,
since the company was able to form relationships with reproductive health key opinion leaders |
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The formation of the Advisory Board attracted a former president of ACOG to join the Board |
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