BeOne: Growing a community of HCPs

Challenge

BeiGene (now BeOne) was struggling to drive meaningful engagement from healthcare professionals (HCPs) across Europe to its previous medical platform. We were briefed to redevelop the platform’s story and lead a digital transformation.

Approach

A creative rebrand from BeiGeneMedical to BeiMedPlus, internal communications support, change management, website consolidation, an SEO audit and new content and channel strategy workstreams were planned and delivered by Madano Healthcare, Creative, Insights and Digital ahead of a campaign launch across key European congresses and milestones.

Impact

The campaigns launched across search, email, social media and display partners, exceeding all industry benchmarks across channels. BeiMedPlus now has over 3,500 HCP users across the world. Key performance metrics, which were built into a PowerBi dashboard included:

Display

• CTR of 6.09%

Search

• CTR of 8.55%

(a 222% increase year-on-year)

To learn more about our work with BeiGene, or our digital medical affairs capabilities, request a Teams call or start an email chain here.