The client recognised the value of around 5,000 specialist care targets who are of high value to multiple brands. The client was looking for a cost-effective solution to help increase loyalty and support.
We worked closely with the client’s brand teams to develop and implement a telesales programme to support these important targets. With approximately 34,800 people employed in this therapy area in the US, the programme targeted around 14% of this universe. The sales representatives placed monthly calls offering clinical messages and product samples to drive sales. The representatives covered a territory similar to the one field teams operate in to build strong relationships.
The client has been extremely satisfied with the return on investment and has run the programme for an additional year. For one brand – an established product – there was an increase of over 30% in sales compared to non-targets. For the new product, there was an increase of 1.5% in prescriptions compared to targets not on the sales programme.