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The challenge

  • Our client’s product is well known and other brands in its class have been genericised
  • They wanted to maintain share of voice and drive additional value with a flexible model
  • We needed to change the conversation from features and benefits, and focus on patient outcomes to really differentiate
  • We agreed a pilot in a region with no current representation and where there was zero enrollment in the PAP

Our approach

  • We launched with 2 field service team members in the pilot region and 2 inside sales reps covering the whole of Canada
  • The field service team visits clinics and pharmacies driving awareness, education and patient enrollment
  • They direct product focused questions to the inside sales reps
  • The remit of the inside sales reps is to support all our client’s field reps and to deliver outbound calls

The outcome

  • The service has fantastic access (100%). We have consistently overachieved on frequency and contact rate KPIs (currently 20 calls per day)
  • By 6 months, patient enrollment and renewal was more than double the client’s expectations – and higher than the client’s sales teams were achieving
  • Monthly sales reached the highest peak for the year following the service commencing. 12 additional service team members were deployed as a result of the success of the pilot
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Client target, given large territory size:

6-8 week cycle

We increased the frequency to a:

4 week cycle

The awareness of the Patient Assistance Program with pharmacists and physicians has never been higher. Great job, you are making a huge difference to customers and their patients.

Regional Sales Manager

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Speak to us about how we can provide tailor made solutions for you.

Ashfield offers a wide range of world-class, market leading services that include medical sales teams, inside sales, contact centers, nurse educators, patient support programs, medical communications, medical information, meetings and events, market research, pharmacovigilance and training.