Switching Prescribers from a Competitive Brand with Dynamic Targeting™
Challenge
A pharma company had just acquired a mature brand with a low market share and sought to gain some traction against the therapeutic class product leader. The newly acquired product had previously received limited sales force activity.
Solution
The solution was to identify those prescribers most likely to switch their prescribing behavior with increased selling activity through our exclusive Dynamic Targeting™ methodology. The project involved a test-control targeting process in which one half of the country utilized Dynamic Targeting™ and the other half did not.
Results
Growth. Over the course of five months, Dynamic Targeting™ resulted in a 6.2% increase in sales above the control group. In fact, the growth above the control group in the fifth month reached 14.4% before the test was discontinued and extended to the whole nation.
Sample Productivity. Targets determined through Dynamic Targeting™ generated more than three times as many new sales as did other prescribers that were sampled more in the current month than in the prior month.
Call Productivity. Targets determined through Dynamic Targeting™ generated more than twice as many new sales as did other prescribers that were called on more in the current month than in the prior month.
Results were so outstanding that after five months, the company extended Dynamic Targeting™ from one half of the nation to the nation as a whole.
