Mature Brand Switches from an Outside to Inside Sales Strategy as Patent Expiration Approaches

Client

A leading top-ten pharmaceutical company

Critical Challenge

The client conducted a territory realignment which eliminate field rep coverage for decile 2-6 practices nationwide. The TRx volume among these practices was of value, but not significant enough to justify the cost of field rep coverage. 

Solution

Archer Healthcare deployed a team of pharmaceutical telesales representatives to identify and detail key clinic personnel on a monthly basis.

Targets

4,200 Specialists and PCPs

Results

• Within the first six months, TRx volume grew by 18.4% in tele-detailed offices (versus baseline without telesales or field rep coverage)
• 92% average teledetail completion rate with target offices
• The cost per telesales detail was 7% of the cost for a field rep detail
• Additional target physicians were added to the telesales program in year two, after a second sales force realignment
• The ROI for the program over six cycles was 157%
• Prescribers with TRx volume increases into the 8+ decile range were successfully transitioned back to the field rep team 

Nurse Support & Outreach Increase Patient Adherence

The Client

A leading specialty pharmaceutical company with a brand indicated for a chronic condition and taken as a once-daily dose.

 

Situation

• A new mechanism of action over current treatments on the market
• Significantly low adherence rates due to complications from the disease, which include significant cognitive deficits such as forgetfulness and disorientation
• A significant percent of the patient population not filling initial prescriptions and picking up refills 
• A large number of patients receiving initial prescriptions in a hospital setting
• Caregivers played a significant role in driving patient adherence and persistency

 

Critical Challenge

• Decrease lost revenue due to patient non-adherence
• Increase patient loyalty and retention
• Empower patients to establish control and self management over their therapy through better understanding of their condition
• Help patients and caregivers understand why they are on the therapy and what they can expect from treatment
• Continue the brand-patient relationship after initial prescription and throughout the length of therapy
• Increase level of engagement with newly prescribed patients at or soon after hospital discharge
• Differentiate the brand by educating patients on the unique mechanism of action
• Create physician preference by supporting overall patient management

 

Solution

Archer Healthcare developed a comprehensive support program that supported both the patient and their primary caregiver. Each patient/caregiver support plan was customized to their preferences and also based on their historical adherence to therapy.  The program provided a range of services including:

• 24-7 toll-free nurse support for patients and caregivers
• Welcome calls to new patients
• Program welcome kits for new patients
• Caregiver specific program materials
• Fixed nurse case loads for continuity
• Outbound adherence, appointment and refill reminders
• Healthy living newsletters and emails
• Hospital discharge kits and enrollment data feeds

Results

• Over the course of three years, roughly 35,000 patients and  caregivers enrolled in the program at varying levels of engagement
• Enrolled patients were far more adherent to the medication and had 28% more days-on-therapy than non-enrolled patients. 
• “On-time” refills increased by 22% for those patients  receiving refill reminders 
• 47% of prescribed new patients, that were discharged from hospitals, enrolled in the program, of which 97% requested regular follow-up calls  from the nurse team.

Medical Equipment Lead Generation and Consumable Inside Sales Program Generates Significant Revenue Growth

The Client

A leading manufacturer of medical devices

Situation

• Existing sales departments did not have bandwidth to ensure attendance at product workshops and demo events
• Field sales teams were narrowly focused on device sales because of commission structures
• A significant amount of consumables and service revenue was being lost to third party vendors
• A high number of inconsistencies and quality issues within the leads and contacts databases
• A large number of whitespace customers and prospects

Team Objectives

• Coordinate with client marketing and field sales teams to conduct outbound calls to target lists and increase workshop & demo day attendance rates
• Identify and profile decision makers in target offices, removing non-viable and promotionally unresponsive targets from the database
• Implement a sales process to promote and sell applicators and service contracts to existing customers

Team Results

• In less than 6 months, over 750 qualified leads were passed on to field team resulting in over $2.5m in new device sales and total 12-month CLV of $2.9m
• Recruited over 800 HCPs, staff and purchasing decision makers for workshops and demo day events with a show rate over 60%
• Grew consumable sales in 426 whitespace accounts resulting in over $250,000 in additional revenue
• Customer acquisition cost decreased by 23%