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

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

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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.