HCP Marketing

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 

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% 

 

Mature Cardiovascular Brand Maximizes Profitability in the Face of Generic Competion

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The Client

A small tier pharmaceutical company specializing in the cardiovascular marketplace

Situation

  • Client had reacquired a mature blood pressure medication from a co-promotion partner that was already facing generic competition.
  • All field sales coverage was halted. Within months, prescribing went from positive growth to -8%
  • The goal was to promote the product with non-personal selling alone after months of steady NRx decline.
  • The targets were primary care physician offices who were to be messaged and sampled.

Program Overview

  • Archer Healthcare worked with the client to build a team of pharmaceutical telesales representatives  
  • The team detailed and serviced over 2,000 “key advocate” prescriber offices nationwide.
  • The database was validated and qualified through active communication with target offices
  • We facilitated sample ordering and shipment through our clients fulfillment partner
  • We delivered direct mail and other prescriber/patient material through our fulfillment team

 

Program Results

  • Through 2 complete contact cycles, the average teledetail completion rate with target offices was over 65%
  • Roughly 30 % of target offices were deemed not promotionally responsive and dropped
  • Sample Request Form (SRF) return rate was over 50%
  • After 60 days client reported prescriptions increased from -8% to + 7% with teledetailing alone
  • After 6 months of teledetailing client added an additional 2 products to the Archer Inside Sales Team.