Case Study: US-Based Pharmaceutical Company
The company and our engagement
A large US-based pharmaceutical company, which recently received approval for a best-in-class specialty cancer drug, brought us in to assist in launch planning activities, including targeting, segmentation, messaging, sales force size and structure, and forecasting.
New product entry into a less known market was dauntingGiven that the company historically focused on retail pharmacy drugs, they did not have a good understanding of their primary target market for this new specialty drug. Pursuant to this uncertainty, the company did not have confidence in forecast expectations.
Which customers should be initially targeted at launch in order to maximize profits?
What are the drivers and barriers for product usage, and how should they be addressed in customer messaging?
Analyze multiple data sources to define customer targeting and generate accurate sales forecasting
Create customer segmentation and identify appropriate messaging per segment
Our robust, multi-pronged analytics approach helped add confidence to an uncertain area for our client. Data allowed for a better understanding of not only who to target selling efforts to, but also specific messages to use for selling. Further, the same data was leveraged to provide a forecast range.
- Strong Product Adoption
- Higher Market Share
- Forecast In-Line With Actuals