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

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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

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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%