Uniphar Insight

Case Study

Situation analysis

A large UK based Pharmaceutical Company deployed Uniphar Insight to support their evaluation and re-launch of a prescribed product for adult patients with a specific long term condition. As well as identifying and heat mapping the landscape of prevalence of the condition in the UK, our customer requested that we identify:

  • The size and make-up of the commercial team required to re-launch the product and meet specific sales targets
  • Rank CCGs and Primary Care GP Practices by the opportunity they present
  • Segment these ranked target lists to ensure maximum sales impact
Situation analysis
Developed strategy

Developed strategy

Working collaboratively with our client, Uniphar Insight, adopted the following strategy:

  • Detailed analysis of prescribing activity in the UK for an historical two-year period
  • Identify and rank the top target CCGs by total prescribing value
  • Analyse additional prevalence, referral, demographic and deprivation data to support the calculation of prescribing uptake and likely propensity of GPs to prescribe our clients product
  • Identification and segmentation of the target market with a benchmark forecast of potential product sales

Positive outcomes

Initial competitive market analysis was completed with in 5 days. This data provided an enabling platform, allowing Uniphar model various scenarios and recommend the following actions to our client:

  • Recommend the optimum size for the commercial sales team
  • Define a tiered territory with appropriate regional boundaries
  • Provide the sales team with an absolute focus in regard to optimizing their time and maximizing returns
  • Provision of benchmark forecasts for the initial 6 months and 12 months with long term forecasts for the following two years
Positive outcomes

CCG Guidance Development

The objective is to generate positive product guidance

Key Activities (How)

1. Develop and segment target CCG list.
2. Deploy specialist CCG resource.
3. Engage and generate positive guidance for XXXX & YYYYY.

Identify priority CCG areas where a list price reduction strategy will most resonate for [aaaa]

Identify and engage with CCG Decision Making Unit [DMU] stakeholders and deliver the value proposition

Generate positive position guidance for XXXX & YYYYY and agree a roll out plan with each CCG & leverage established therapy review services for fast implementation

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Lifecycle Management

Improving commercial and patient outcomes