A leading US manufacturer was faced with the declining profitability of their extensive portfolio of mature pharmaceutical brands, which were suffering from a lack of personal promotion. The client was prepared to support the brands with samples, materials, attractive co-pay and discount programmes (including within Medicare Part D) but they needed a strong team to drive the project.
We hired and trained a pilot team of customer care representatives to work in major metropolitan areas, servicing more than a dozen pharmaceutical brands. The client requested that they have no previous pharma sales experience, and we challenged them to call more than 18 physicians or physician’s offices per day, using the samples, co-pay cards and other materials.
Our team cost-effectively co-promoted the brands, achieving a strong return on investment. Within two months, each representative averaged more than 18 calls per day and within six months this was 20.4. We delivered over 20,000 calls within six months, reaching 14,730 target healthcare practitioners across 10,369 accounts (73% of the target audience) and servicing 2.62 brands per call. The cost per brand, per contact was around $6, compared to $8-26 for outbound telesampling.
The client said
“Your work is extraordinarily valuable to this endeavour… as a result of your knowledge and skill, but also due to your flexibility and can-do attitude.”