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Client
- A top 10 pharmaceutical company
Critical Challenges
- Supplement internal team efforts targeting primary-care physicians
- Overcome slow initial results and low call-completion rate produced by client launch
Objectives
- Help market product to primary-care physicians
- Significantly increase rate of growth
- Allow client to focus efforts on targeted urologists
Solution
- PDI and client modified the sales message and relaunched the brand to primary-care physicians
- Deploy PDI reps to provide exclusive coverage of one-third of all primary-care targets
Results
- Calls completed to targeted physicians increased from 35% to 84%
- NRx's from primary-care physicians increased by 7.1 points to 21.2% in 10 weeks
- Overall market share increased nearly 11% in first 3 months with client able to concentrate field forces on targeted specialists
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Product
Dual-acting 5
Alpha-reductase inhibitor
DATA
Over a 34-week time frame, mirrored PDI and client teams increased completed calls to targeted physicians by 49%, for a total call completion rate of 84%.
Over a 34-week period after relaunch, brand performance steadily improved with NRx share from urologists and primary care physicians reaching 33% and 21.2% respectively.
Source: Verispan. PDI data
on file.
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