Activating HCPs to Drive Preventive Care Recommendations
Let’s ChatCapabilities:
Marketing, Strategy, Brand Strategy, Creative, Omnichannel, Media, Consumer Health
Problem
Reversing Entrenched Clinical Habits in a Mature Preventive Care Category
Despite broad awareness of preventive care guidelines, HCP recommendations of cardiovascular disease (CVD) treatment were in decline, and many clinicians viewed their current decision-making models as sufficient. With limited visibility into how marketing efforts influenced real-world recommendations, the category had reached a state of inertia. Compounding the challenge, no prescription tied a recommendation to a purchase, so standard pharma measurement models didn’t apply.
Approach
Behavioral Insight and Precision Activation to Move HCPs from Awareness to Action
We focused on understanding why HCPs weren’t acting, and what would make earlier intervention feel both relevant and responsible. By reframing preventive care as a continuum, our strategy made action feel timely, justified, and clinically meaningful. A coordinated, data-driven engagement plan was deployed to reach the clinicians most likely to act, with messaging timed to their moment of decision.
Behavioral Reframing of Preventive Care
Repositioned prevention as an ongoing responsibility rather than a binary recommendation, using relatable frameworks to recognize missed opportunities for early intervention.
Emotionally Resonant Creative to Reinforce Urgency
Developed emotionally compelling messaging that framed HCPs as protectors of long-term patient health, elevating prevention from routine guidance to proactive care.
Precision Targeting of High-Potential HCPs
Narrowed focus to a highly qualified HCP subset most likely to influence outcomes, leveraging claims, EHR, and behavioral data to optimize outreach dynamically.
Omnichannel Orchestration with Closed-Loop Measurement
Built a proxy measurement model using EHR-logged recommendations to close a measurement gap that traditional prescription data couldn’t fill.
Results
Renewed Momentum and Measurable Change
Our campaign delivered clear improvements in HCP action, reversing decline and driving sustained impact.
43% Increase in HCP Recommendations Year-over-Year
Successfully shifted clinical behavior in a category long defined by fixed habits.
Revenue Growth with Reduced Media Investment
Improved efficiency by concentrating spend on the highest-potential HCPs.
Demonstrated Impact Beyond Traditional Pharma Metrics
Proved that HCP engagement was directly driving recommendation behavior, giving OTC marketing new visibility.
Earned Expanded Partnership and Trust
Success led to additional strategic engagements, including a parallel national consumer effort.
This case study demonstrates how Klick applies behavioral science, precision targeting, and omnichannel execution to drive clinical action. For organizations marketing consumer health or OTC products that need to influence clinical recommendation behavior, our team brings the insight and rigor needed to deliver quantifiable results. Fill out the contact form below to connect with our experts.
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