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L’objectif

  • Client needed to reduce promotional spend to maximise the profitability of a mature pharma brand
  • They still required UK coverage of a diverse customer group
  • Sales had been flat for the previous 12 months, and the client wished to maintain share whilst reducing spend by 65%

Notre approche

  • Client made field sales team of 15 heads redundant or redeployed to other promotional roles
  • Ashfield recruited a team of 6 Remote Account Managers plus one National Commercial Manager (hybrid field/remote role)
  • Targeting strategy devised in partnership with the client to identify and cover the highest potential accounts
  • Ashfield assisted the client in developing/adapting promotional materials for use in the remote sales channel

Les résultats

  • Increase in unit and cash market share of >1% over one year versus target of 0% growth
  • Overall saving of £1 million on promotional spend. Brand ROI measure of net profit: cost of resource was 3.5:1, versus target of 2:1
  • Client expanded use of remote detailing teams to other brands in their portfolio based on this success.
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Savings

£1 million

E-detailing call rates

6 per day

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

Ashfield propose une large gamme de services de qualité au niveau mondial tels que des équipes de vente médicales flexibles, services de centre d'appels, infirmières et services d’éducation des professionnels de la santé, programmes de soutien aux patients, communications médicales, ainsi que l’organisation d'événements pharmaceutiques au niveau international.

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