After conducting face-to-face interviews and an online quantitative survey it became clear that urologists are unfamiliar with biomarkers in general and SelectMDx specifically. We proposed a multichannel strategy enabling to demonstrate the clinical utility of the SelectMDx test and optimizing the targeting of the sales force. The services include strategy consultancy, acquisition, activation, retention and referral campaigns, editorial slide development and thought leader development. Via a professional and a public website (available in 6 languages) we target both the urologists and the general public (persons concerned of having significant prostate cancer).
The main objectives of our activities are:
- Educate and motivate patients to initiate a discussion with their urologist about biomarkers in general and the SelectMDx test in particular (pull strategy)
- Educate urologists through thought leader advocacy and scientific evidence on the utility of the test and stimulate adoption in clinical practice (push strategy)
After 1 year more than 1500 healthcare professionals actively subscribed to the mailing list to receive regular scientific updates, and +300 urologists requested a free test.