CASE STUDY
Hospital Launch
Situation
Inpatient pharmacy product with declining sales
Challenges
- No promotion behind product prior to PharmaKinnex efforts for over 24 months
- Product not available on all GPO contracts
- Niche product with specific indication and limited utilization period
Approach
- High potential targets were selected based upon their historical purchasing pattern. The audience consisted of 1,500 previous accounts that has purchased the product in the past
- PharmaKinnex goal was to reach the forecasted sales set by client over an 8-month timeframe
- The program elements included tele-detailing, direct mail, and email
Results
PharmaKinnex exceeded the forecast, set forth by client, by over 200 equivalent units. At the conclusion of the 8 month program the client extended the program for an additional 7 months. At the conclusion of the 7 month extension, PharmaKinnex exceeded the forecast by 2,700 equivalent units which helped play a pivotal role in the acquisition of the company.
Forecast | PK Actual | |
---|---|---|
October | 1,495 | 1,509 |
November | 1,495 | 1,338 |
December | 1,695 | 1,660 |
January | 1,460 | 1,898 |
February | 1,460 | 1,732 |
March | 1,560 | 1,600 |
April | 1,460 | 1,271 |
May | 1,460 | 1,322 |
June | 1,491 | 1,380 |
July | 1,391 | 1,561 |
August | 1,391 | 1,376 |
September | 1,491 | 1,570 |
October | 1,391 | 1,548 |
November | 1,391 | 2,014 |
December | 1,591 | 2,095 |
January | 1,400 | 2,276 |
February | 1,325 | 1,351 |
March | 1,400 | 1,347 |
April | 1,400 | 1,403 |
June | 1,400 | 1,615 |
TOTAL | 29,147 | 31,866 |