Business Challenge
The client’s Patient Finding model is a true game-changer for specialty pharma, driven by sophisticated analytics and a multi-touchpoint strategy that enhances engagement for both HCPs and patients. However, an internal challenge emerged when their dedicated Patient Activate Marketing Manager began maternity leave—at the same time another key team member accepted a new position elsewhere. With two resource gaps and two crucial new client programs on the horizon, the client urgently needed a fractional marketer to step in as project manager and content lead.
This role would demand not only deep marketing expertise, but also the ability to navigate pharmaceutical industry compliance, manage complex program execution, and work effectively with diverse internal and external teams—all under pressing deadlines.
Services Provided
Brought on as a specialized contractor, I delivered a comprehensive suite of marketing and project management services, including:
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Project Management for two intricate, multi-phased client programs, from kickoff through launch.
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Content Development for websites, webforms, landing pages, SEO-optimized blogs, and sales enablement tools.
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Pharmaceutical Disease State Research to ensure clinically relevant, compliant content.
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Risk and Compliance Management, meticulously adhering to regulatory and Promotional Review Committee standards.
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Strategic Marketing Execution across omnichannel campaigns, including media strategy, keyword and search ad planning, and creative direction.
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Stakeholder Coordination as the client-facing point person, providing ongoing communication, updates, and alignment across teams.
Implementation
With a condensed five-month project window, I steered both programs from ground-level kickoff meetings to full activation. Key elements included:
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Weekly Check-Ins: Conducted structured meetings for progress updates, priority resets, and troubleshooting.
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Concept Vetting: Managed the end-to-end review and approval process for program concepts and campaign messaging.
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Data Flows: Coordinated secure, compliant patient data sharing between the client and its partners.
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Full-Cycle Content Creation: Led the timely development and vetting of all online content, sales enablement materials, and media assets.
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Analytics Reporting: Deployed a weekly metrics dashboard, optimizing based on real-time data.
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Resource Agility: Stepped in immediately, leveraging a three-day handover and transition document to quickly ramp up with minimal disruption.
Both client programs were launched on time, within budget, and earned special recognition from external clients for exceptional professionalism, organization, and seamless execution.
Results & Impact
Despite the client’s temporary resource shortages, both programs not only met all objectives but also achieved:
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Timely and On-Budget Delivery: Completed both projects on schedule and within financial parameters.
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$1M in New Revenue: Successfully generated $1 million in annual revenue through the effective launch and management of these client programs.
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Client Satisfaction: Positive feedback and continued business from pharmaceutical clients, affirming the client’s reputation for reliability and value.
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Real-World Patient Benefit: The initiatives helped connect rare disease patients with life-changing resources, clinical trials, and care information, showcasing the client as a purpose-driven and empathetic partner.
Key Takeaways
Successfully bridging the client’s team gaps, I delivered both critical projects with speed, precision, and regulatory rigor—ensuring operational resilience and business growth. The results impressed the client so much that they invited me to bid on a new, larger-scale project, reflecting both their satisfaction and interest in further collaboration. Our work together sets a foundation for future innovations in patient engagement and support.