Slowing Sales Erosion in a Generic Environment with Dynamic Targeting™
Challenge
A declining neurological brand had gone generic three years earlier and had not received any sales support in that time. The brand was forecast to decline 7% over the next year (orange dotted line in graph below) and the pharma company wished to see if the brand’s erosion of sales could be slowed down.
Solution
The solution was to perform a non‐personal sales campaign using teledetailing and mailings only if the ROI would be high. Targets for the multichannel promotion campaign were chosen through our exclusive Dynamic Targeting™ methodology.
Results
The multichannel promotion campaign conducted on TMA’s Dynamic Targets did not just slow the brand’s erosion of sales, but actually reversed that erosion—the campaign resulted in an 11.4% lift and had an ROI of 270% such that $2.70 was earned for every $1.00 spent. Dynamic Targeting™, even with a multichannel promotion campaign, was able to completely turn around a brand.
