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
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