\nAs emerging European biotech MoonLake Immunotherapeutics prepared to enter the U.S. market, it faced a familiar challenge: competing against established biopharmas with greater resources. Success depended on engaging the right healthcare professionals (HCPs) early, compliantly and effectively. “We are the first to acknowledge that we are minnows swimming with whales,” says Bernardo Garc\u00eas, who leads Analytics at MoonLake. “We need to compete in a way that is smart and different \u2014 not only clinically, but also in how we engage HCPs.”\n<\/p>\n
\nFocused on addressing unmet needs in inflammatory skin diseases, MoonLake recognized that even a differentiated therapy (if approved) would not be a guaranteed success. Building early disease state awareness among key dermatologists well before launch would be critical to establishing a strong foundation.\n<\/p>\n
\nMoonLake\u2019s first opportunity for early HCP engagement came ahead of the American Academy of Dermatology (AAD) Annual Meeting. The company aimed to launch a campaign that reached dermatologists attending the congress, but lacked a dedicated marketing automation platform. With only six weeks until the event, they needed a solution that could be implemented quickly without sacrificing long-term scalability. MoonLake partnered with Veeva to activate Veeva Vault CRM<\/a> and Veeva Vault CRM Campaign Manager<\/a> simultaneously.\n<\/p>\n \nSpeed, however, was only part of the decision. MoonLake wanted a platform it could continue innovating with as it matured. Rather than adopting a generic horizontal solution, the company selected Campaign Manager because it is purpose-built for life sciences, combining compliance with native Vault CRM integration<\/a> and AI capabilities<\/a>.\n<\/p>\n \nThe successful AAD campaign became the foundation for broader digital engagement. Today, MoonLake builds clinical understanding through educational newsletters, congress updates, and disease awareness campaigns all led by its in-house marketing team, in collaboration with agency partners. This setup has not only reduced overhead but given the team greater agility. New ideas can be tested quickly, messaging can be refined based on engagement, and campaigns can evolve continuously.\n<\/p>\n \nGarc\u00eas says, “With Campaign Manager, we understand what really resonates and iterate on appropriate messaging. Our end users are the actual folks managing the campaign \u2014 it’s a seamless connection.”\n<\/p>\n \nThe value of Campaign Manager extends well beyond campaign execution. Because Campaign Manager operates natively within Vault CRM, all digital and personal interaction data is available immediately against a single customer record. This allows one view across the company and the development of a deep and complete profile.\n<\/p>\n \nGarc\u00eas says, \u201cWe take all of the insights we extract from HCPs to uncover gaps and determine where we need to strengthen awareness across priority topics.\u201d\n<\/p>\n \nAs MoonLake continues to evolve, it is already thinking about opportunities to deepen compliant digital engagement. One of the options Garc\u00eas is exploring is conversational marketing capabilities, such as bi-directional email interactions powered by Veeva Ostro<\/a>. Every interaction has the potential to generate valuable segmentation and engagement insights without creating additional work for internal teams. “Extracting segmentation data from conversations with HCPs in a way that doesn’t add overhead on our side would be fantastic,” says Garc\u00eas.\n<\/p>\n \nFor other emerging biotechs preparing for commercialization, Garc\u00eas offers two takeaways:<\/p>\nEmpowering the marketing end-users<\/h3>\n
Mapping engagement data to close clinical gaps<\/h3>\n
Advancing engagement and sharing lessons learned<\/h3>\n
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