Dermatology Teledetailing Campaign Grows TRx by 17%

dermcasestudy

The Client 

A top-ten global pharmaceutical company

Situation

  • Our client, a leader in dermatology products, was introducing a newly approved product formulation to the market.
  • The goal was to promote the new formulation along with existing products without expanding the current field sales force.
  • The target prescribers were a large number of mid-decile specialist prescribers who they could not reach with their existing sales force, as well as non-specialist prescribers

Program Overview

  • Archer Healthcare worked with the client to build a team of pharmaceutical telesales representatives  
  • The team detailed and serviced over 6,000 mid decile and vacant prescribers nationwide.
  • We executed direct mail and email promotional campaigns in support of the telesales program.
  • We processed and shipped product materials, PIs, sample bins, brochures, tear pads and coupons on demand to HCP offices.

Program Approach

  • Each representative managed a territory of 750-1,000 prescribers to ensure continuity.
  • All physicians were detailed on a monthly basis for three months
  • The data were compiled and analyzed to identify promotionally responsive offices
  • Call frequencies and sample shipments were increased or decreased based on the three month decile trends to maximize impact and better manage sample costs.
  • The telesales team provided toll-free inbound support for physicians and their staff who called to request samples, patient materials and to ask general product questions.
  • Staffing levels were constantly monitored to ensure maximum utilization of resources.

Program Results

  • Over 12-months, TRx volume grew by 17% in specialist offices and 33% in non-specialist offices
  • Through 12 complete contact cycles, the average teledetail completion rate with target offices was 93%
  • Sample Request Form (SRF) return rate was 60%
  • After 12-months, the ROI for the program was 157%
  • Prescribers with TRx volume increases to 8+decile range were successfully transitioned back to the field rep team