The Customer
A global pharmaceutical company with a vision to explore new ways to improve and extend people’s lives had 7 brands in their ophthalmology/PCP portfolio that were in mature stages. The client was looking for a partner to take over sales and marketing.
Challenges
- With new drugs in the pipeline, the client reprioritized its salesforce in preparation for the new launches
- Stabilize revenue decline and improve market share
- Establish a proof of concept for 3 brands within 6 months
The Solution
- Indegene segmented HCP targets from its IP along with clients’ data. HCPs were first segmented based on the likelihood of writing Rx and further segmented based on digital affinity
- Indegene’s experienced medical writers and designers created compelling campaigns for different target segments across multiple channels using insights from Indegene’s Next HCP Journey Optimization
- Deployed an omnichannel strategy using Rep Equivalence Model to implement an optimized channel mix and drove product awareness and engagement
Outcomes
- Indegene delivered 3.5 million+ touchpoints, which resulted in $4.2 million incremental revenue in 6 months that surpassed forecasts
- Revenue by brand
- Brand 1 (PCP/seasonal): $833,172
- Brand 2 (PCP/seasonal): $1,385,616
- Brand 3 (ophthalmology): $2,044,698
- Worked as a self-sustaining partner to limit client burden and infrastructure needs
- Extended the pilot program to include the entire portfolio
3.5 million
Touchpoints
4.2 million
Incremental sales
4
New brands into the portfolio