Pharmagistics - Case Study

Situation

Crucial business need to expand marketing reach for two separate brands into areas not covered by territory sales representatives

Client

Global specialty biopharmaceutical company focusing on two distinct therapeutic areas.

Critical Challenges

Key targets were not being called on due to vacant territories and “white space” creating a loss of share of voice and a significant risk of losing NRxs.

Solution

Selection of a vendor who could provide a comprehensive program that could meet the following objectives:

Deploy non-personal messaging tactics to increase awareness and prescription levels in uncovered territories on selective segmented targets.
Communicate key product features and benefits.
Keep sample closets stocked by fulfilling physician sample requests by offering auto-ship opportunities.

Results

31% or 172 out of 561 targets enrolled in the auto-shipment campaign, driven by the direct mail and fax programs
Maintained prescription levels for “Product A”. The target practitioners who enrolled in the auto-shipment program maintained same script-writing performance of practitioners being called on by reps
Outperformed NRxs for “Product B”. The target practitioners who enrolled in the auto-shipment program out-performed the script-writing of those docs being called on by reps.