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Insight-driven product launch achieved growth from £48k -£4.5M

Issue

  • To support a client in their launch/growth of a Cardiovascular product
  • To develop a strategy to define the future re-launch of a 4th to market CV brand
  • To recruit, train and manage a team of Territory Sales Managers (Primary and Secondary Care), across the UK to deliver exceptional sales results for newly launched product (initial build 2017)

Action

  • Team developed a strategy with a commercial focus, and resourced to develop perfect implementation
  • Initially identified 5 brands with the same characteristics as the brand we were working on
  • Identified the drivers that were engaging with HCPs and drove sales, and then profiled each LHE to understand how reactive it was to promotion (P2P)
  • Identified the organisations and key stakeholders within each LHE that influenced product uptake and how these customers could be engaged with
  • Resources where then focused in the areas where the quickest uptake was likely and where the right customers were accessible
  • As areas guidance and formularies were switched on, we then applied different resources according to the needs of each area
  • Initial build of 5 representatives, all sourced / interviewed and assessed

Outcome

  • Cardiology team increased from 5 to 76 heads due to sales impact
  • Due to success this team grew to 33 heads in 2018, and 76 head in 2019
  • Most recent build of 49 heads was completed over a nine-week period
  • Sales growth from £48k to £4.5m per month

If you would like to see a case study for any other disease area, we can help. Why not get in touch for an informal discussion about your commercial challenges? Call us on 0330 223 0300 or visit www.outico.com today.

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