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A global pharmaceutical company focused on next-generation cancer treatments recently launched a breakthrough oncology therapy with five key indications. With scientific innovation embedded throughout the organization, the brand team wanted to bring that same focus on innovation to their marketing efforts.

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As the company’s newly launched oncology product entered the market, educating HCPs was essential to driving adoption and patient access. While website traffic was high, few HCPs converted to meaningful rep conversations. Their "Contact a Rep" form saw less than 1% completion rate. 

HCPs struggled to find critical resources like indication-specific dosing and administration guides, mirroring a broader industry problem: HCPs face too many obstacles when seeking information on brand websites. In fact, only 35% of HCPs believe that pharma companies’ customer-facing resources meet their needs¹.

The brand team sought a compliant solution that went beyond generating awareness and site visits to drive meaningful HCP actions across two key areas:
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Boost rep engagement: convert website visits into meaningful rep conversations
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‍Accelerate resource access: enable HCPs to quickly access essential product and indication-specific information

Without these improvements, the brand team was missing critical opportunities to capitalize on high-value HCP visits and convert interest into action.

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The brand team recognized they needed to overhaul their digital approach and selected Ostro Tailor, an AI-powered solution that transforms one-size-fits-all websites into personalized and convenient HCP experiences.

Ostro Tailor embeds directly into brand websites, providing HCPs with personalized experiences specific to their role, context, intent, and in this case, prescribing indication. ‍

HCPs can also search for resources directly using Ostro's healthcare-tuned AI, which understands medical abbreviations, semantic context, and natural language for fast, easy searching.

When HCPs are ready to engage with reps, Ostro Tailor dynamically highlights the "Contact a Rep" form rather than leaving it buried on static pages.

Understanding that increasing form conversions requires more than simply making forms more visible, the brand team worked with Ostro and their sales reps to streamline the form to only essential fields. This collaboration between the omnichannel team and reps ensured Ostro aligned with real HCP workflows, optimizing engagement at every critical touchpoint.

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Since implementing Ostro Tailor, the brand team has achieved remarkable results:

• Website visitors are 36x more likely to complete “Contact a Rep” form, converting awareness into meaningful high-value actions
• HCPs experienced an 18–25% reduction in time-to-resource, like Dosing and Administration Guides
• Ostro drives 71% of HCP engagement with key resources such as prescribing information, patient brochures, and more

Beyond improving site engagement and conversions, the team now has access to rich HCP analytics through Ostro's backend dashboards, providing deeper visibility into what HCPs actually care about based on what they view, click, and engage with. Far richer than surveys or anecdotal feedback, this intelligence provides essential data for ongoing marketing strategy and site optimizations.

Following their successful implementation, the team developed a proven playbook for scalable implementation. They have since expanded their partnership to another oncology brand and across multiple patient support program websites.

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‍Watch how Ostro transforms engagement across every channel.

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¹https://www.deloitte.com/us/en/Industries/life-sciences-health-care/articles/customer-engagement-strategies-pharmaceutical-industry.html?utm_source=chatgpt.com