Case Studies

Medical sales team, uniquely applied

Commercial / Germany

Applying pharmaceutical selling model to functional food drives results

Insight

Our client was manufacturing a functional food that reduced cholesterol and wanted to encourage more healthcare professionals to recommend it. In turn, they hoped this would influence the shopping habits of consumers with higher cholesterol, boosting sales of their product.

Idea

We created a medical sales force for the client, raising product awareness in a pharma-appropriate manner. This involved cutting-edge targeting, segmentation and positioning.

Impact

We used market research to target and reposition the brand, before launching a comprehensive sales and marketing campaign to raise awareness among 5,700 general practitioners in Germany and Austria.

The client said

“Looking at the brand tracking market research, it’s easy to see the impact the medical sales force has made. The data reveal an increase in the general practitioner recommendation rate from 29% to 47%. As a result, we’ve decided to run the project for another year.”

How this helped patients

We’ve distributed 70,000 patient flyers and vouchers to 5,700 general practitioners, encouraging large numbers of patients with raised cholesterol to try a product which can help to bring this under control.

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