CASE STUDY

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

• 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

• 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 beneficial titration option
• The program elements included tele-detailing, direct mail, email and faxing

The program was well received by the target HCPs and their practice. Prior to the conclusion of the original 6 monthprogram, client extended the contract by 6 months along with adding addition resources to the program to increase the reach and frequency. At the conclusion of the total 12 months, the growth of the product encouraged client to continue for an additional year. The program concluded with a 5-1 ROI.