Reinvigorating an existing brand

Case Study

Situation analysis

A Global Pharmaceutical Company joined Uniphar in joint workshop to discuss a number of their brands that they want to reinvigorate. Using sophisticated analysis tools developed by Clinical Cube, attention was quickly drawn to a specialty treatment. The product, a fibrin sealant patch, used as a supportive treatment in surgery for the improvement in haemostatis demonstrated many of the characteristics of a potentially successful collaborative product fostering opportunity:

  • The product had originally been launched in 1999, but there had been no growth in brand revenues for more than 5 years
  • The client recognised the potential of the product but could not invest in the brand through its traditional business budgets
  • The client had explored different promotional options, including alternative ‘brand fostering’ with little gain
  • Uniphar Lifecycle Management ‘fostered’ brand in early 2017; initially deploying a hybrid KAM/Shared specialty salesforce

At all stages from evaluation, strategy development, sales force deployment and ongoing performance evaluation our INSIGHT real world data solutions provided actionable analytics to drive the project forward.

Developed Strategy

Uniphar, working collaboratively with the client, developed a comprehensive sales, marketing and deployment strategy. This included:

  • Deployed 1 KAM and 5 shared specialty sales representatives
  • Data analytics were used to develop a focused strategy that would target ‘high bleed’ centres – Liver/HPB; Urology and Cardiothoracic surgery
  • HES data was utilised to identify the number of procedures, haemostasis or sealing, case numbers by centre
  • The project utilised a hybrid sales strategy the deployed 1 National KAM for the Major Centres and 5 Shared Specialty Representatives for the potentially high value accounts
  • The team targeted Theatres, Surgeons, ODPs, MDT, Pharmacy and Procurement

Uniphar invested 20% more in sales & marketing than originally budgeted to ensure Year 1 sales target achieved

Evolving strategy

Utilising sales and performance data, Uniphar continually reviews the “go to market” strategy. As we progressed into the second year of the project, we ensured our experiences and outcomes were utilised to ensure future success. As a result the following changes were made:

  • It was recognised that there was an opportunity to expand Brand use through the targeting of Cardiothoracic TA and Sealant indications
  • In the second year we transitioned the sales force model to a dedicated multi-channel KAM management model; experienced medical device KAMs with extensive experience in Hospital Theatre environments
  • In parallel we evolved the brand strategy, business planning, marketing materials, FTP, and added an enhanced incentive scheme
  • Utilising our own Clinical Cube data we revised the customer targeting and segmentation
  • Advanced sales force analytics and reporting tools were developed, ensuring that we were able to maintain the correct sales focus and report accurately to our client

Uniphar committed to success of the brand through additional year on year investment in sales and marketing 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)

Annual sales

Positive outcomes

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Lifecycle Management

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Lifecycle Management

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