Pharmaceutical Case Study

Case Study 2

Situation

Product launch for new dosage strength of an existing product within the SNRI generic market

Challenges

  • Incomplete coverage of commercial insurances
  • Not available in every EMR platform initially
  • Changing physician prescribing habits to include new dosage strength in their treatment regiments

Approach

High potential targets were selected based upon their historical prescribing pattern. The audience consisted of 9,334 Internal Medicine, Family Medicine, General Practice and Psychiatry physicians ranging from deciles 7-10.

The campaign highlighted generating awareness of the availability of the new dosage strength, which adds to currently-available dosing options for greater flexibility of treatment and could be a beneficial titration option

The program elements included tele-detailing, direct mail, email and faxing.

Results

The program was well received by the target HCPs and their practice. Prior to the conclusion of the original 6 month program, the client extended the contract by 6 months along with adding additional resources to the program to increase the reach and frequency. At the conclusion of the total 12 months, the growth of the product encourage the client to extend the program for an additional 9 months and is still running today.

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Pharmaceutical Case Study