ViiV Healthcare

Accelerating uptake through differentiated messaging and visual content and a first-ever black box, branded social media presence

When GlaxoSmithKline and Pfizer joined forces to take a collaborative approach to understanding and treating HIV, they created ViiV Healthcare. That’s when we began an unprecedented initiative to develop a dynamic digital hub where healthcare providers (HCP) could collaborate, research and contribute to an ever-evolving body of knowledge about the treatment of HIV.

To engage HCPs in long-term relationships with ViiV Healthcare brands, HIVPro.com required a transparent, customizable and streamlined user experience where content was driven by the unique intentions of the user.

When it came time for the global launch of an innovative new portfolio of HIV treatments, ViiV Healthcare wanted to enhance its digital relationship with targeted HCPs in a way that would strategically complement traditional, rep and journal-delivered launch announcements. We knew the digital dissemination of compelling content would spread the news more quickly and to a broader audience, helping put critical treatments in the hands of patients exponentially faster, not just in one country, but around the world.

We started with an innovative, video-based launch message personalized by physician that drove through to a comprehensive in-language digital portal. Docs then flowed into an ongoing relevant content stream based on indicated or implied interest to keep brand, product, data and attributes top on mind following launch and beyond. Performance insights fed to the sales force connected all touch points within and outside the digital ecosystem, helping inform more targeted rep-physician conversations and deepen professional relationships.

On the other side of the stakeholder equation, ViiV Healthcare created a unique dynamic catalyst platform—Hope Is Viral—to go beyond the pill in support of those living with HIV, amplify their voices and fuel an active listening initiative to help transform intelligence into accountable action.

To drive awareness among a broader base, we developed a social media presence, the first of its kind for a black box product, starting with the creation of social governance guidelines and a social engagement playbook to ensure content was consistent and aligned with all regulatory requirements.

Success
The first-ever global Rapid Launch protocol reached 5,000 doctors within 5,000 seconds of drug approval and exceeded all performance metrics and industry benchmarks.