Metvix

Client: Galderma
Project Type: Key Opinion Leader Program Creation

The brief.

We were tasked to develop a regional support system designed to educate Canadian dermatologists about their products. The project aimed to provide region-specific peer-to-peer education, establish key specialists as opinion leaders, and increase healthcare professionals’ engagement with the brand’s website. This approach was geared towards enhancing both product knowledge and online traffic.

The research

We conducted an in-depth landscape assessment to identify key opinion leaders (KOLs) within the dermatology field, focusing on their regional influence and expertise. This research involved analyzing healthcare trends, peer networks, and educational gaps specific to Canadian dermatologists. By understanding the competitive landscape and existing KOL dynamics, we tailored our strategy to position selected specialists as credible, region-specific voices to enhance the brand’s reach and impact.

The concept.

To meet our client’s goals of enhancing brand education and engagement, we created a comprehensive KOL Leadership program. We scripted, filmed, and edited four educational videos featuring three trained product KOLs, who developed customized content tailored to regional preferences. To maximize reach, we recorded video presentations across multiple office locations nationwide and deployed geo-targeted digital promotions to drive traffic and awareness to the brand’s website.

The results.

By working with our team, Metvix achieved significant results, including 955,000 program impressions and website visits following the campaign launch. The geo-targeted email strategy led to a notable increase in open rates, reaching 38%. Additionally, we successfully established KOLs as regional leaders and spokespeople, positioning them for future brand campaigns.

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