CASE STUDY

Pharma Major Reduces ‘Time to Market’ for a Newly Launched Drug using Call Planning Optimization

Sep 23, 2016

Business Challenge

Efficient sales force utilization for existing drugs and the launch of a new drug. A leading pharmaceutical major in the US wanted to design efficient targeting and call plans to manage the launch of a new drug.

Situation: Designing a competitive sales call plan for existing drugs and new drug launch

The pharmaceutical company had retail teams across multiple therapeutic areas, including respiratory, diabetes, cardiovascular, oncology, and neuroscience; and it needed a plan for sales call which could stay lean and competitive in tough times, for the launch of a new drug, as well as for existing drugs in the market.

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Solution

Revised physician valuation and refreshed target list and call plan.

We analyzed the alignment, segmentation, brand promotion response models, along with valuation of physician universe. This was followed by creating revised physician valuation, refreshing of the target list and call plan, which had inputs from field force and sales leadership buy-in, for existing drugs and new drugs being launched.

Impact

Reduced time to market and improved sales force utilization.

The pharmaceutical company received a best-in-class process for regular and quick plan refresh and rollouts for a sales team of 500+ reps that helped reduce time to market, increased sales force utilization, and enhanced call adherence. The field intelligence also helped enhance the performance of the sales team.

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