CASE STUDY | SHARE OF VOICE MATTERS
SHARE OF VOICE MATTERS
Client Success Story
The Situation
- A large pharma client’s neurology portfolio of 5 well-known, historically promotionally sensitive
brands were either in a genericized market or not detailed to providers - Due to the client’s shifting priorities, these products were deemed non-strategic and lacked the
reach & frequency required to maintain TRx volume - Underpromotion, coupled with lack of managed markets support, resulted in a significant
decline in sales
The Solution
- Deploy a dedicated team to relaunch all 5 brands
- Build and deliver a new training and development program
- Recruit, hire and train new sales reps exclusively dedicated to promoting the portfolio in active
territories and white space (via telesales) - Appoint Key Account Manager to improve market access and implement tactics to reduce
pharmacy conversions - Launch a Vacancy Management Program to maintain TRx and nurture HCP relationships
- Establish a steering committee to meet twice a year to review strategy, identify new
opportunities and optimize the program
The Results
- Sales growth of $44M (products had declined by $50M prior to promotion)
- Prorated 2019 numbers are showing over $100M growth
- $11.3M annual investment resulted in 4:1 ROI in year 1 and 10:1 in year 2
Sales growth of $44M (products had declined by $50M prior to promotion)
Prorated 2019 numbers are showing over $100M growth
$11.3M annual investment resulted in 4:1 ROI in year 1 and 10:1 in year 2