Case Study: The Successful Launch of AUSTEDO® — Lava’s Digital Event Strategy
The story of how Lava, in collaboration with MM Eventos, skillfully managed the digital launch of Teva Brazil’s AUSTEDO®, focusing on key factors like optimal timing, engaging content, and advanced digital invitations.
Let’s dive into the evolving landscape of medical product launches. Teva's introduction of AUSTEDO® — a treatment for Huntington’s Disease Chorea (HD Chorea) and Tardive Dyskinesia (TD) — stands out, as the pictures will show. This case study explores the strategies employed in the digital launch event held between April 2020 and May 2021, highlighting key decisions that led to its success.
Incorporating COVID-19 Safety Measures: The Drive-In Cinema Format
A key aspect of the AUSTEDO® launch event, which deserves special mention, was how it adapted to the unique challenges posed by the COVID-19 pandemic. During the project execution period, social interaction was significantly restricted due to public health concerns. To navigate these constraints we created a drive-in cinema format for the event.
This creative solution allowed participants to attend the event in person, each within the safety and comfort of their vehicles ensuring social distancing and adding a unique and memorable dimension to the event.
All food and beverage items were properly sealed and individually sanitized, ensuring safety without compromising the quality and enjoyment of the event.
Event Strategy: The launch was conducted in a hybrid format, combining in-person elements with digital accessibility. This approach was pivotal, reaching 40% more audience compared to traditional, fully in-person events.
Key Decisions and Outcomes
Day and Time Selection: Data analysis indicated that Wednesday mornings saw the highest participant adherence, with a 100% engagement rate. This insight was crucial in scheduling the event to maximise attendance.
Event Duration: The optimal event length was identified as 2 hours. Events exceeding this duration experienced a notable drop in audience engagement after 2 hours and 30 minutes.
Content and Format: The first 30 minutes were critical in meeting audience expectations. The content was tailored to be engaging and informative right from the start, ensuring high levels of initial engagement.
Audience Engagement: The gamification approach was used prior to the event. Attendees could choose the content they were most interested in through the event’s landing page, increasing personal investment in the event.
Innovative Invitations: Augmented reality and video paper invitations created a buzz around the event, enhancing the initial curiosity and excitement.
Results: The AUSTEDO® launch event was a resounding success, marked by high engagement rates and positive feedback. The hybrid model effectively reached a wider audience, and the strategic choices regarding timing, content, and engagement methods paid off.
