Client was ready to pre-launch one anti tnf product in two different Rx areas in the same time frame.

Speed was essential to achieve SOV and market penetration ahead of competitors’ brands. Customers experience minimal within the Rx area. Compounded anti tnf market. Code of ethics dictates no communications from non medical staff until registered.

Critical Issues

Customer’s forecasted long range sales were very aggressive. No provisions in the budget for increases in fixed headcount.

The Commercial Solution

We built a dedicated full-time medical affairs force to independently launch the main products. We tailored an iQnovate strategy and medical brand planning to fit specific product prelaunch parameters. Hired and trained a team of 11 medicalmanagers/liaisons/advisers, developed brand plans and executed prelaunch strategy.

Results

Share of voice for products was significantly increased 73% and 81% respectively. Newly launched product exceeded sales objectives by 166% and captured over 50% of the market in five months. Customer’s projected return-on-investment was achieved as expected.