Challenge

Star OUTiCO were tasked with supporting a client in the launch and growth of a Cardiovascular product, specifically to develop a strategy that would define the future re-launch of a fourth-to-market CV brand.

The primary task was to recruit, train and manage a team of Territory Sales Managers (Primary and Secondary Care), across the UK to deliver exceptional sales results for the product.

Solution

The Star OUTiCO team developed a commercially focused strategy, initially identifying five brands with similar characteristics to the client brand. Key drivers engaging with HCPs were identified, and then each LHE was profiled to understand how reactive it would be to promotion.

Star OUTiCO identified organisations and key stakeholders within each LHE that would influence product uptake, as well as how these customers could be engaged with. Resources were then focused in the areas where the fastest uptake was likely, where the right customers were accessible.

As area guidance and formularies were ‘switched on’, Star OUTiCO then applied a number of resources according to the needs of each area, with an initial build of five representatives, all sourced, interviewed and assessed.

Impact

  • Cardiology team increased from 5 to 76 heads due to sales impact
  • Sales growth from £48k to £4.5m
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