CASE STUDY (US)
The Challenge
The client, with an established national field sales footprint, secured a significant formulary win, but was not equipped to capitalize on the opportunity and communicate the win quickly to all key customers.
Our Solution
An inside sales team (17 FTEs) was provided a new target list and updated messaging highlighting the formulary win.
ISRs, within four days, had updated the target lists and began to make outbound calls to key offices and personnel with messaging about the formulary win.
A harmonized ISR/field CRM platform was used to ensure information share was captured and could be pulled through by the field representatives.
Within the first few days, pharmacy channel was recognized as another target for update and pharmacies were added immediately.
The Results
A team of 17 FTEs redeployed on new targets to maximize frequency.
Call plans were updated within 24 hours initially. Calls began with new messaging within four days.
Pharmacy was recognized immediately as a priority customer. Within 48 hours of launch, the key pharmacies surrounding high decile targets were added to the call plan.
Deployment to key HCPs was enabled for four weeks and then moved back to initial call list.
Impact
- All high-value targets were updated with formulary changes.
Learning
- ISR channel recognized as a
key channel for information dissemination.
Productivity
- 18,988 calls delivered in under
four weeks.
Highlights
- Large-scale blitz of highest value targets were actioned and deployed in <48 hours.
- Week 1 – 18%
- Week 2 – 28%
- Week 3 – 27%
- Week 4 – 27%