CASE STUDY | SHARE OF VOICE MATTERS

SHARE OF VOICE MATTERS

Client Success Story

the situation

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

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

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

Results Matter.

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