Extending brand

Case Study

Situation analysis

Uniphar’s client, a leading global generic and specialty pharmaceutical company, had an established primary care product in the UK for the treatment of Vitamin D deficiency. Although its product was positioned number tow in the market, competition from new market entrants was on the horizon.

Commitment to new product campaigns reulted in the client having a limited budget to invest in its vitamin D product. As a result:

  • There were limited resources for sales force promotion
  • Customer out-reach was sub-optimal
  • Market research and feedback was out of date
  • Out reach strategy needed to be reviewed

Our own real world data from Clinical Cube was able to confirm that the brand did need remedial action and that without action further decreases in the market position were inevitable.

  • Uniphar ‘fostered’ the brand in 2016, mobilising national syndicated sales force from Star Medical
  • 3 year sales growth targets agreed between Uniphar and the Client
  • The strategy evolved in the second year, moving from SOV strategy to a highly targeted, integrated, multi-channel model

Developed Strategy

Utilising a data centric approach, Uniphar worked with the client to develop a two tier growth and protect strategy. Weekly and monthly activity reviews, managed through a shared management data dashboard, ensure that the strategy is yielding results and that where required it can be fine-tuned for a region or locality.

The key milestones of the strategy are as follows:

  • Uniphar ‘fostered’ brand in 2016
  • A national syndicated sales force utilising Star Medical was mobilised
  • 3 year sales growth targets agreed between Uniphar & Client
  • After detailed analysis, the strategy was evolved in the second year, moving from SOV strategy to a highly targeted, integrated, multi-channel model, that deployed both Star’s syndicated model and OUTiCO’s multi-channel account management model

At all stages of the project, the client engaged with detailed data dashboards that gave them full transparency of all customer related activities.

Positive Outcomes

As the sales chart below highlights, Uniphar product fostering was able to reinvigorate the brand, moving sales from a year on year flat position to a remarkable 26% growth in year one. (2017/2018)

Lifecycle management generated 65% sales growth in the first 2 years of the project.


Annualised sales chart

Positive outcomes

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Lifecycle Management

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Lifecycle Management

Improving commercial and patient outcomes