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Indegene Reactivates Dormant and Inactive HCPs for an Oncology Brand ​

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

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