The Customer

The client is a global pharmaceutical giant developing leading neurology products for relapsing forms of multiple sclerosis. The product was new to the market, the client was looking for a partner who can amplify its launch efforts.

Challenges

  1. Maximize launch initiatives and drive Rx from 3 underperforming segments

    • HCPs who did not interact or prescribe client’s products

    • low face-to-face interactions, and

    • treated 3 or fewer patients

  2. Reduce sales and marketing cost which was at 28% of the total revenue post launch

  3. Pilot test the effectiveness of tele, video detailing, and coordinate nonpersonal initiatives on whitespace audience

The Solution

  • Deployed omnichannel campaigns through automated direct emails, brand microsites, social media, and on-demand concierge
     
  • Developed a Click-to-talk feature providing faster support. Integrated an omnipresence CRM and marketing automation suite that enabled call conversion and automated campaigns
     
  • Created personalized campaigns using Indegene’s IP that provided HCP adoption insights, preferences, affiliations of about 1.8 million HCPs (NPI level)
     
  • Extended the 6-month pilot success to 2 years of engagement
Indegene Drives Specialty Neurology Product Sales in Whitespace Area
199
New writers activated
$87 million
Incremental sales
9.5x
ROI
Indegene Drives Specialty Neurology Product Sales in Whitespace Area

Outcomes

6-month test group showed 12% incremental Rx growth versus the control group where Indegene’s omnichannel campaigns resulted in $87 million incremental revenue for the specialty product in 24 months. 199 new prescribers were onboarded writing 1,800 prescriptions and reduced the overall sales and marketing cost to 10.7% delivering at 9.5x ROI.