Case Study:
Stopping Market Erosion By Reaching Uncovered Prescribers

Our client, a major pharmaceutical company, needed to increase sales and revenue for its dermatological brand in a market crowded by generic products. By targeting primary care physicians, we were able to increase the brand’s TRx by 8.6%.

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Pharmaceutical product messaging can be complex. Prescribers are very different and need to be reached with the right message through the right channel at the right time. MMC uses preference-data driven multichannel marketing to deliver the optimal mix of communication to drive lift.

Pharmaceutical product messaging can be complex. Prescribers are very
different and need to be reached with the right message through the right
channel at the right time. MMC uses preference-data driven multichannel
marketing to deliver the optimal mix of communication to drive lift.

 

Stopping Market Erosion By Reaching Uncovered Prescribers

 

The Overview

In 2014, MMC conducted a multichannel marketing program to promote a dermatological product to primary
care physicians. The goal of the program was to have MMC promote their product to the primary care market so
the client’s field sales force could focus solely on the dermatology market. Over the course of the program,
based on its preliminary successes, the multichannel program was also expanded to provide additional support
to their field-covered physicians.

In 2014, MMC conducted a multichannel marketing program to promote a dermatological product to primary care physicians. The goal of the program was to have MMC promote their product to the primary care market so the client’s field sales force could focus solely on the dermatology market. Over the course of the program, based on its preliminary successes, the multichannel program was also expanded to provide additional support to their field-covered physicians.

 

 

 

The Challenge

Our client, a major pharmaceutical company, was looking to increase TRx of its dermatological brand. However, the market was crowded by generic products and its field sales force was focusing only on dermatologists. As a result, its market share had eroded among primary care physicians (PCPs). Our client needed to find a way fill the gaps their sales force left behind.

The Solution

Our data-driven multichannel strategy used inside sales representatives, email blasts, and sampling to reach previously untouched PCPs. We segmented the PCPs based on prescribing potential, allocating the proper resources for each segment based on its projected value (high value, low value, and a conversion group that was prescribing a competitor’s brand). All our communication was measured and analyzed to provide learning and campaign optimization constantly throughout the program.

The Results

Among the 43,000 PCPs we targeted, TRx for the brand increased 8.6% overall against a holdout of comparable physicians.

+9.7%

in the high market segment

+7.1%

in the low
market segment

+6.7%

Conversion Group

Utilizing a data-driven multichannel strategy, MMC produced a sustained incremental increase in prescribing, supported field sales personnel, and helped to manage uncovered territories.