#PractitionerLevelConfidence
Delivering up to 7:1 ROI and mitigating share decline with an omnichannel white space NPP strategy
The Customer
A global pharmaceutical company managing a mature respiratory portfolio faced increasing pressure as a key brand approached loss of exclusivity (LOE). As the product lifecycle progressed, field force coverage declined due to shifting commercial priorities, leaving critical gaps in physician engagement.
With fewer in-person interactions and growing competitive pressure, prescribing began to decline, particularly among healthcare professionals (HCPs) who were no longer being actively reached by sales representatives. The company needed a scalable way to maintain engagement, protect market share, and sustain prescribing behavior in the absence of consistent field coverage.
As part of Indegene’s precision HCP engagement capabilities, BioPharm Communications designed and executed a white space non-personal promotion (NPP) program for a global pharmaceutical company managing a mature respiratory portfolio.
Challenges
Declining field force coverage due to LOE transition: As the brand approached loss of exclusivity, reduced investment in field resources led to fewer rep interactions and growing gaps in HCP engagement. Rep turnover, headcount reductions, and territory realignments left HCPs without a field touch for weeks or months.
Accelerating prescription decline among targeted HCPs: Physicians who had previously prescribed the brand began to show measurable declines in script writing, signaling increased risk of share erosion.
Untouched and hard-to-reach HCP segments: Low- and no-see HCPs remained inaccessible through traditional channels, limiting opportunities to influence prescribing behavior.
Loss of engagement between rep interactions: Even when reps had access, the average target sees them 3-6 times per year. In between, competitive messaging filled the void.
35% share decline observed
during territory vacancies. Without intervention, declining HCPs continued a negative trajectory.
The Solution
The BioPharm Communications team designed and implemented a white space-focused non-personal promotion (NPP) strategy to extend the reach of the field force and maintain engagement with HCPs where reps could not.
At the core of the approach was BioPharm’s Tandem operating model that identified HCPs showing early signs of prescription decline and engaged them through personalized journeys. Segmentation was based on historical prescribing behavior and digital affinity, enabling more relevant and targeted communication.
Working from 24 months of script-writing behavior and digital affinity data drawn from BioPharm’s earned behavioral dataset, the team segmented 15,000 HCPs across 15 priority territories into three actionable cohorts: High Digital Responders (57%), Low Digital Responders (16%), and Existing Share Decliners (27%). 15 unique journey designs were deployed in market.
Real-world prescription signals were used to detect shifts in HCP behavior and dynamically adjust engagement, ensuring that at-risk prescribers received timely and appropriate messaging. Additionally, content and channels were aligned to each segment to maintain relevance and continuity across touchpoints. Test-group performance was measured against a holdout control throughout the campaign.
This approach was operationalized through a structured omnichannel operating model, outlined below.
Through data-driven, always-on activation, the campaign aims to stabilize performance and help stop share erosion at the territory level
Segment
Identify existing TRx behaviours & digital preferences for priority targets
Established segmentation logic for priority territories and utilized 24-month script writing behaviour to develop actionable segments that address the specific needs of individual targets combined with the campaign objectives
Align
Automatically map relevant content to the segments and identified targets
Mapped available content and channels to unique journey pathways aligned to the segmentation, real-world signals, and HCP-level preferences and needs (planned for variable 1PP and 3PP communications)
Measure
Track campaign KPIs at the HCP-level to determine optimal journey progression
Analyzed performance across brands, segments, channels, and HCP behavioral progression to quickly gain insights and measure effectiveness to inform in-campaign optimizations
See
Detect and ingest Real-World Signals to determine shifting TRx trends and risk
Defined signal logic to identify shifting TRx trends in the moment with a focus on the rate of decline for priority HCPs while campaign is live to help reduce the risk of rapid share loss in 15 key territories
Activate
Executive HCP-level omni journeys based on preferences and evolving behaviors
Deployed 15 unique journeys designed for each identified segment and scenario with various opportunities to dynamically change the HCP experience based on real-time engagements and script behaviors
Optimize
Leverage actualized ROI performance to maximize and scale results-driven plans
Tracked campaign performance metrics to script writing behavior to analyze the performance of HCPs in the “test group” exposed to the campaign compared to controls who were not exposed to provide options to scale
Segment
Identify existing TRx behaviours & digital preferences for priority targets
Established segmentation logic for priority territories and utilized 24-month script writing behaviour to develop actionable segments that address the specific needs of individual targets combined with the campaign objectives
See
Detect and ingest Real-World Signals to determine shifting TRx trends and risk
Defined signal logic to identify shifting TRx trends in the moment with a focus on the rate of decline for priority HCPs while campaign is live to help reduce the risk of rapid share loss in 15 key territories
Align
Automatically map relevant content to the segments and identified targets
Mapped available content and channels to unique journey pathways aligned to the segmentation, real-world signals, and HCP-level preferences and needs (planned for variable 1PP and 3PP communications)
Activate
Executive HCP-level omni journeys based on preferences and evolving behaviors
Deployed 15 unique journeys designed for each identified segment and scenario with various opportunities to dynamically change the HCP experience based on real-time engagements and script behaviors
Measure
Track campaign KPIs at the HCP-level to determine optimal journey progression
Analyzed performance across brands, segments, channels, and HCP behavioral progression to quickly gain insights and measure effectiveness to inform in-campaign optimizations
Optimize
Leverage actualized ROI performance to maximize and scale results-driven plans
Tracked campaign performance metrics to script writing behavior to analyze the performance of HCPs in the “test group” exposed to the campaign compared to controls who were not exposed to provide options to scale
Real-World Signals
HCPs enter/exit journeys based on real-world behaviour TRx behaviour (i.e., declining scripts)
1st & 3rd Party Content Orchestration
Add messaging variation, reduce content fatigue, and boost engagement
End-to-End Deployment
Built, managed, and optimized by Tendem’s omnichannel operating model
By delivering always-on, personalized engagement alongside the field force, the program helped sustain interaction with HCPs between sales calls and defend share in priority markets.
Outcomes
The campaign delivered strong financial impact: a 4.7:1 to 7:1 return on investment and a total return of $2.4M from a $597K investment, plus 3,335 incremental scripts (NBRx) measured against a holdout control. HCP engagement exceeded benchmarks by more than 50%, validating that personalized, always-on outreach resonated with physicians no longer being reached through traditional channels. The client extended the program into 2026 with expanded channels including EHR targeting, a clear signal that the model is durable, repeatable, and worth scaling.
50%+↑
engagement above benchmark
4.7-7:1
return on investment
$2.4M
total campaign return
3,335
incremental scripts (NBRx)
