Case Study No.354

Successfully Representing
Three Specialty Brands

10% of client sales managers, 33% of training managers and 45% of sales representatives originated from PDI

Client

• A leading specialty pharmaceutical company

Critical Challenges

• Competing brand introduced shortly after launch negated first-mover advantage of Product B
• Overcoming ophthalmologists' hesitation to prescribe a fourth-generation fluoroquinolone due to concerns with antibiotic resistance
• Recruiting and training specialty representatives to handle three separate products

Objectives

• Launch and handle sole promotion for Product A
• Mirror client sales teams for Products B and C

Solution

• Recruit, train and deploy 98 specialty-care representatives
• Deliver promised results measured in TRx's, not just activity

Results

• Product A, launched and solely marketed by PDI, led the ophthalmic market with a 35% share
• Product A and predecessor compound, co-promoted by PDI prior to Product A launch, dominated ophthalmic market with 78% share at end of 2004
• Product B TRx's increased 130% in 8 months
• Product C TRx market share was 48% at end of 2004, versus closest competitor at 40%
• Due to PDI consistently exceeding program goals, 10% of the client's sales managers, 33% of their eye-care training managers and 45% of their sales reps were sourced from PDI