Case Study
Pulse Promotion During Peak Season Delivers Superior Results
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Targeted MDs Respond to
Since Select Access began actively promoting Brand in Sept. 2004, TRx for MDs that were targeted by the sales force grew 53% faster than TRx for MDs not targeted by the sales force MDs Beyond Select Access’ Reach
All target MD segments experienced TRx growth since active promotion. High Brand Writers had the highest TRx volume increase |
Product
Oral Antibiotic
Client
Mid-size Japanese Pharmaceutical Company entering the U.S.
Critical Challenges
- Client acquired an under-promoted antibiotic. Product had changed hands throughout its life cycle, receiving varying levels of promotional support
- Brand needed to be re-launched into primary care and pediatrics during peak season
Objectives
- Stop the erosion of brand, and quickly establish footing in a highly competitive market place, capitalizing on the antibiotic season
Solution
- Client enlisted the entire Select Access Team to promote to four target profiles, with the greatest emphasis on former writers of the brand who were also high volume writers
- Select Access designed a call plan to reach 10,000 targets monthly, prioritizing key targets
- Client built pharmacy calls into the first two months of promotion to ensure stocking
Results
- Pulse promotion during the peak four months post launch delivered superior results. 73% of Select Access targets experienced TRx growth vs 28% of non-targeted physicians
- Called-on former brand writers have shown 53% growth in TRx volume vs flat growth for non-called on former brand writers during the same period
- All called on target profiles experienced TRx growth during active promotion vs non-called on target profiles
Find out how Select Access can deliver results for your brand.
Contact Select Access at 1-866-735-3222 (866-SELEACC) or
info@select-access.com
