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Insight

The success of our client’s products was heavily dependent on promotional activity, regular contact and the relationships built up by representatives. Whenever there were job openings or periods of absence, they experienced rapid sales decline, so they needed reliable short-term coverage to maintain and grow sales in key territories.

 

Idea

We created a hybrid sales model, using call centre representatives to target “white space” areas and promote the client’s products over the phone. These same sales people could be deployed, on demand, for short-term assignments in high-value territories, covering periods of absence or vacancies.

 

Impact

The initial pilot was a success, so in 2013 we expanded the programme nationally to support all of the client’s divisions. We’re now able to deploy representatives to cover absences or vacancies within an average of 10 working days, with an average placement length of 2.8 months. The client has enjoyed a 3:1 return on investment and has been so impressed with the representatives that they’ve recruited half as permanent employees.

 

How this helped patients

This project ultimately helped patients by making sure physicians were fully informed of appropriate therapeutic options.

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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.

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