CASE STUDY

Client Creates Demand Through Consensus Selling & Frequency

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MARKET-DRIVEN CHALLENGE: SPEED TO MARKET
One specialty biopharmaceutical company was developing and commercializing innovative medicines targeting unmet therapeutic needs in arthritis, pain, and inflammatory diseases.

The company received FDA approval for a new tablet, formulated for the relief of signs and symptoms of rheumatoid, arthritis, and osteoarthritis.

The new pharmaceutical was the Client Partner’s first FDA-approved medication in the United States. Time was of the essence and a resource to be managed. Efficient and effective penetration of targets was critical to creating demand.

OBJECTIVE
Create demand for a drug new to the market in the physician/clinical space through Full Account Management and Consensus Selling.

SALELYTICS SOLUTION
TACTIC: WITH CONSENSUS DECISION MAKING, WE MUST CONSENSUS SELL

Salelytics went to the market for the new Client Partner with ten Sales Associates and a Consensus Selling model designed for speed, reach, and rapid adoption in clinician offices treating chronic pain patient populations.

Salelytics leadership recognized success meant effort would be closely aligned with adequate presentation frequency and penetration into all three physician office groups.

Consensus is defined as having presented the product to both core physician office groups:
  1. Clinician non-prescribers
  2. Prescribers
PHARMA OPTICS: CONSENSUS IS NECESSARY & FREQUENCY MATTERS
  1. Overall, Consensus targets prescribed 74% more on average than targets without Consensus.
  2. Consensus targets with up to one presentation per month prescribed 50% more product on average than targets without Consensus.
  3. Consensus targets with more than one presentation per month prescribed 94% more product on average than targets without Consensus.
  4. A statistically significant positive correlation (0.74) exists between presentation frequency and average prescription in Consensus targets.
  5. A strong negative correlation (-0.58) exists between presentation frequency and average prescription in targets without Consensus
RESULTS
  • Targets, where Consensus was achieved, were prescribed 74% more on average than targets without Consensus.
  • Targets where Consensus was achieved and a presentation frequency of more than once per month prescribed 94% more than targets without Consensus.
  • Being able to educate more stakeholders allows for increased results and proves decisions are not made by one prescriber within facilities.

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