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The challenge

  • Our client wanted to strengthen their market position for a number of mature OTC (over the counter) brands
  • A key brand has big competitors in the multi-symptom disease area ‘cough & cold’
  • Driving growth in the pharmacy channel is personnel intensive – the Ashfield sales team was a new set up in 2014
  • Changes to the territorial structure and sales rep profile in the first 2 years led to higher turnover than average

Our approach

  • We helped change strategy to an Ashfield-only team, and created an in-house sales team (contact centre)
  • The in-house team is responsible for 4,000 pharmacies as well as supporting field reps sell-in into 11,000 pharmacies
  • Staff turnover rate has stabilized at 7% and Ashfield established a new CRM for the field and in-house sales team
  • We implemented a digital sales rep coaching tool and a digital training platform

The outcome

  • We manage field and in-house sales reps as one sell-in/sell-out team: 1 National Sales Manager, 1 Assistant, 45 field, 3 in-house reps, 5 Area Sales Managers and 2 Detailing Managers
  • 100% coverage of target pharmacies. For the 'cough & cold' product, sales have increased and targets have been exceeded, year by year
  • 20% increase in market share for three key brands versus when Ashfield started in 2014
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Excellent performance of Ashfield. Since Ashfield has been managing all our sales activities, our business has grown.

Managing Director

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

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