An outsourced OTC sales force drives growth of mature brands
20% increase in market share for three mature brands versus when Ashfield started in 2014
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
Excellent performance of Ashfield. Since Ashfield has been managing all our sales activities, our business has grown.
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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, pharmacovigilance and training.