PHYSICIAN EDUCATION
3M PHARMACEUTICALS: ALDARA™

3M’s objective: reach national dermatologists and engage them in discussing their use of Aldara to treat Actinic Keratosis.

Hoffman Communications created a series of peer-to-peer teleconferences that, after 3 months, exceeded the goals for reaching dermatologists by 30%. In addition, phase one of the campaign gave 3M new, additional insight from the physicians about their use of Aldara – helping 3M continue to market to changing physicians needs and questions.

Hoffman Communications planned, produced and marketed the entire program including:

• Creating a 3D animation that showed the MOA of immune response modifiers

• Planning the educational program format

• Organizing faculty participation and schedules

• Producing and moderating the teleconferences

• Creating and distributing direct mail, e-marketing and discussion media

• Managing registration, including producing a registration website

• Developing a follow-up online survey to measure participant satisfaction

• Recording dermatologists’ questions and answers about product use

Dermatologists called in to a teleconference line to speak to one of six expert dermatologist leaders about the use of Aldara for treating Actinic Keratosis. And teleconference participants shared their own experiences using Aldara cream. Physicians learned from each other’s “recipe” for success. They received a dermatology textbook as an incentive participate.

Total management of this teleconference campaign by Hoffman Communications accelerated this product’s message into the marketplace. Participation in phase one of the campaign exceeded original goals by 30%. The client extended the campaign another three months and targeted new dermatology healthcare professionals with their message. Hoffman Communications continues to provide feedback about the teleconferences that improves each successive campaign.

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