Full-Service Commercialization ​Launch Boosts Emerging Biopharma’s Growth in Women’s Healthcare Space ​

Case Study (US)

The Challenge​

Client commercialization launch was in need of:​

• Forecasting​
• Customer segmentation, targeting & sales force sizing​
• A data warehouse build​
• Custom reporting and advanced analytics​
• Hiring, onboarding, and training of a specialty field and virtual sales force​
• MSL deployment​
• CRM development and deployment​
• A national launch meeting​

Our Solution​

We took a consultative strategic approach with the client and jointly developed the overall go-to-market strategy to maximize awareness of the company’s mission and to ensure successful launch of their first product to market.​​

PROPENSITY4 used de-identified claims data to identify the optimal targeting scheme and channel mix strategy to build optimal strategy and call plans.

The Results

​Built a compliant data warehouse to support Medical Affairs (firewalled), Market Access, Sales, Marketing, and Trade/Distribution using >35 different data sources.​

Built baseline and most probable financial forecasts and assessed overall near term and long-term market opportunity.​

Developed sales force size/structure and territory design based on FDA approved indications and market opportunity.​

Used available data to determine the optimal channel (virtual, field, digital) to reach customers with the right message, the right reach, and the right frequency. 

• ​Number of MSL’s hired and number of months deployed pre-launch: 5 / 18.
• Number of months to build full-service data warehouse​: >3.
• Number of Specialty sales reps hired and trained for launch​: 52.
• Number of Data Sources used for Data Warehouse and CRM build​: >35.

Combining tactics, insights, and business strategy to drive significant Growth

​The team’s Promotional Response analysis leveraged SMART data to discover that HCPs need to receive 8-10 calls prior to writing their first prescription of the novel launch therapy. ​

Call guidance was balanced to workload, allocating appropriate variable call plans to grow, maintain, and prospect targets.

• 95% of call plan targets reached by sales representatives.
• 8 average frequency on growth targets delivered, exceeding goals.
• 6 activities on maintain targets delivered on average, optimizing impact and return​.
• 83% of prescriptions were from the HCPs reached by the call plan.
• 12% increase over prior period.
• +.7K net new writers during the 3 months post re-vamp period.