The Customer
A global pharmaceutical company with a vision to explore new ways to improve and extend people’s lives. The client was looking for a partner to augment its mature oncology brand initiatives and field promotion.
Challenges
- Revenue was declining and market share was dropping for the mature brand
- Resource shortage as field reps were re-prioritized for upcoming new brands
- Protect and maintain existing writers by improving engagement and awareness while minimizing HCP message fatigue
The Solution
- Indegene segmented HCPs from its IP and client data, resulting in 9,963 HCPs within the NET indications and identified a naïve market segment
- Conducted studies on mitigation, containment of side effects based on clinical data. Medical writers created campaigns on efficacy, safety, early diagnosis, patient profiles etc.
- Deployed an omnichannel strategy using NEXT HCP Journey Optimization to create an optimized channel mix and journey to reach Rx faster
- A mix of VSR, RTE, MSLs, programmatic ads etc., were deployed
Outcomes
Indegene’s target group performed 12% over the control group
Indegene engaged 212 dormant writers (not written in the last 22 months) who drove $9.4 million incremental sales (860 Rx)
Indegene activated 417 inactive writers (not prescribed the brand in the last 12 months) who wrote 1,742 Rx resulting in $19 million incremental sales
$9.4 million
Incremental sales from dormant writers
$19 million
Incremental sales from new writers
629
HCPs activated