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

The positive results from the initial phase of the program encouraged the client to extend the program through the end of the year. The consistent growth through the end of the year earned an additional 1-year extension for the program, which has shown a dramatic increase in sales through the first 9 months. Additionally, the client has seen the impact of the program beyond the orders taken, as territories receiving tele-sales coverage from PharmaKinnex outperformed those that did not. This then resulted in another 1-year extension for the program.

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