Challenge
Star OUTiCO were approached by a fast-growing Pharmaceutical company who promote selected in-licensed products across a range of specialist therapy areas. Strategic goals for the project included driving awareness and endorsement of brands in both Primary and Secondary Care.
Relying entirely upon Star OUTiCO for their promotional resource, the client was initially looking for a dual-focused approach of a dedicated National Field Force selling their two major brands, working alongside a Syndicated Team (including the Pf Award winning Representative of the Year), selling their principal product within the Primary Care setting.
Solution
Following two successful years of growth across both key brands, a national analysis of prescribing and referral patterns was conducted.
In order to augment the existing field resource, the UK market was segmented with an appropriate targeting and sizing strategy agreed, which facilitated an entirely new approach for the field-based teams’ call strategy.
Impact
- The Company’s primary brand continues to grow beyond expectation, achieving 105% of their annual target, and a sales trend demonstrating exponential growth
- The primary brand is currently in c£2,500,000 growth vs. the previous year
- The secondary brand has achieved over 100% of its annual target in a complex market
