The Situation
One of the largest multinational pharmaceutical & biotechnology corporations in the world had a big problem: Q4 brand performance was lagging, leadership for the pivotal franchise had just been sacked, and the newly assembled team was facing massive pressure at the Board level.
A key physician-level education initiative conceived to reverse the trend was stuck in development and something had to be done – ASAP. The email:
“I don’t know where else to turn… we just got the attached from the agency and it’s horrible! The message is lost, the creative is uninspired, and I don’t know how to fix it. Please help!!”
The Plan
Work with brand leadership to:
- Reassess the message strategy – while the program was intended to be unbranded, any competitive benefit language was buried. Make it the lead.
- Re-envision the creative – use an illustrative & infographic approach to show the patient/physician interaction in a more emotive and real-life manner.
- Simplify the delivery – forgo traditional tab-based “detailing” for a brief, unconventional “storytelling presentation” leading to an appendix of tools & resources.
- Leverage multiple channels – create a suite of electronic, print and rep-delivered resources to form a complete toolkit.
The Results
Rolled out at the spring POA, field sales embraced the initiative as the “most valuable program of its kind.” Qualitative feedback from physician customers showed true value and utility for the program. Q1 sales showed a significant rebound in both TRx’s and NRx’s.
“Honestly, we would have never gotten here without you. You guys just get it.”