Mayne Pharma Success
About Mayne Pharma
Mayne Pharma is a specialty pharmaceutical company focused on commercializing novel pharmaceuticals, offering patients better, safe and more accessible medicines. Mayne Pharma has a 40- year track record of innovation and success in developing new oral drug delivery systems. These technologies have been successfully commercialized in numerous products that continue to be marketed around the world.
The Challenge
Mayne Pharma aimed to enhance the adoption and utilization of copay cards for two of its medication brands, aiming to simultaneously elevate the overall patient experience. The company sought a modern, mobile-first solution that could facilitate these improvements and allow for comprehensive tracking of patient interactions—from initial engagement via various digital channels to copay card registration and medication adherence, in order to increase and optimize conversion rates.
The Solution
To meet these challenges, Mayne Pharma implemented CodeBroker’s Copay Registration, Adherence, and Analytics Solution. The decision was influenced by CodeBroker’s proven expertise with significant retail players and their robust technology tailored for the pharmaceutical sector. “CodeBroker facilitated a swift integration with existing systems and enhanced the copay process.” according to Brandon Anderson, Senior Product Manager at Mayne Pharma. “The project moved from initiation to regulatory review readiness in just two months.”
CodeBroker’s solution, built on their SmartJoin technology, emphasized a mobile-first approach to simplify registration, allowing copay cards to be stored digitally on users’ phones and linking marketing efforts directly to prescription fills. This integration provided Mayne Pharma with new insights into their marketing funnel, enabling precise attribution of new prescriptions to specific marketing initiatives and a clearer understanding of how to optimize their online marketing spend.
Brandon highlighted the alignment of CodeBroker’s mobile-first strategy with their patient demographics’ expectations, noting “CodeBroker’s solution has delivered significant improvements in copay card downloads and redemptions, with the ability to conduct detailed funnel analyses to determine the most effective marketing expenditures.”
An additional feature important to Mayne was the capability for patients to integrate their copay cards into mobile wallets like Apple Wallet and Google Wallet. “Our patient demographics demanded that we select a provider who supports mobile wallets. Rather than requiring patients to download outdated PDF’s or remember detailed copay card numbers, adding mobile wallet support increased copay card usage by nearly 60% – which significantly improved ROI.” explains Brandon.
The Results
With the implementation of CodeBroker’s solution, Mayne Pharma now benefits from seamless text integration which optimizes towards the 80% of website visitors who are already viewing on mobile devices: enhancing user convenience and card usage.
- Detailed tracking of patient behaviors from the initial digital interaction to ongoing prescription fills.
- Using registration and prescription data as robust indicators of conversion, moving beyond mere clicks.
- Streamlining the registration process across both desktop and mobile platforms.
- Facilitating the addition of copay cards to mobile wallets, significantly enhancing user convenience and card usage.
CodeBroker’s implementation increased completed signups and lifted TRx. The CodeBroker analytics platform now allows Mayne to measure results down to the specific marketing tactic level
Through the deployment of CodeBroker’s Copay Registration, Adherence, and Analytics solution, Mayne Pharma has not only increased their registration rates but also enhanced copay usage and conversion (NRx and TRx). The solution has empowered Mayne Pharma to continuously refine their engagement strategies and improve both registration and conversion metrics effectively.
