Growth in Healthcare

By July 2, 2018October 13th, 2020No Comments

targetbase helps drive gsk growth with patient adherence pilot program

IRVING, TX (July 02, 2018) – Along with the Benlysta marketing team, Targetbase assisted GSK with the completion of the first of three phases for a pilot designed to improve patient adherence to medication. The Patient Adherence pilot was launched earlier in 2018.

The Patient Adherence pilot is part of the program, U.S. Specialty Transformation, whose purpose is to position GSK as a specialty medicines competitor by 2020. The pilot objectives include enhancing the capabilities of understanding and utilizing patient insights to develop personalized content and communication pathways. This also includes encouraging increased patient obedience to medicines.

“With the identification of smaller, unique patient groups and the creation of deeply personalized materials, we hope to offer patients an experience starkly different than a traditional ‘one size fits all’ adherence campaign,” Kusal Senanayake, pilot lead, said. “Early patient feedback has been very positive, and we look forward to seeing results later this year.”

This development is the first time that a combination of patient insights from several unique sources has been used by GSK to create customized patient resources. The materials were developed with involvement from specialists in the field.

Currently, the team is concentrating on patients who do not have a strong personal support structure at home. Then, customized materials and digital engagements are developed for patients with needle anxiety as the next phase of the pilot.

Targetbase is proud to be a part of the execution for the first phase of this project representing progress toward GSK’s goal of becoming a competitive player in the specialty medicines space.

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About Targetbase
As a data-driven, strategic communications agency, we believe our clients become stronger when they leverage the wealth of information consumers provide every day. At Targetbase, we integrate technology, analytics, creative, and strategy to create a better consumer experience, which improves consumer engagement and drives a more profitable outcome for clients. Our agency is a part of the Omnicom Precision Marketing Group. For more information, visit

About Omnicom Precision Marketing Group
Omnicom Precision Marketing Group (OPMG) aligns Omnicom’s global digital, data and CRM capabilities to deliver precisely targeted and meaningful customer experiences at scale. Using its universal framework of connected data, connected intelligence, and connected experiences, OPMG provides services that include data-driven product / service design, technology strategy and implementation, CRM / loyalty strategy and activation, econometric and attribution modeling, technical and business consulting and digital experience design and development. At the core of delivering these services is Omni, an advanced technology platform that combines a powerful cultural insights engine with massively scaled data insights from first-, second- and third-party sources, including several proprietary Omnicom data partnerships.

Omnicom Precision Marketing Group is part of the DAS Group of Companies, a division of Omnicom Group Inc. that includes more than 200 companies in a wide range of marketing disciplines including advertising, public relations, healthcare, customer relationship management, events, promotional marketing, branding, and research.

Contact for information or questions about Targetbase:
Taylor Mullan
[email protected]