Pharma & Healthcare
The traditional pharmaceutical model is facing significant challenges from several sides, both generics, biotechs, providers and payers. Additionally the informed patient is increasingly becoming a factor in impacting outcomes.
As a result patent lives are shorter, patients and doctors have access to more alternatives, shorter time is available to recoup R&D investment, and health care professionals are harder to reach with traditional sales and marketing channels.
Ninah can help address some of the key challenges in the Pharmaceutical category:
- Optimizing resources across consumer and professional marketing and sales
- Where and how to focus in person vs. e-detailing activities
- Improving ROI of consumer marketing
- Forecasting and building marketing plans for new product
- Marketing process optimization
Case Study Marketing performance improvement in pharmaceuticals
Situation
A Pharmaceutical company was faced with increased competition for one of their flagship products and needed to better understand how to allocate resources to drive prescriptions and establish a toolset and process to drive this allocation.
Approach:
A model of prescription behavior at the major customer segment level was built to understand how the key drivers were impacting the business, both in terms of sales force, promotion and professional activities as well as consumer level marketing. The model ability to predict in market results was extensively tested before deployment.
Results
Client was able to use the toolkit to optimize the annual sales and marketing budget across levers, as well as make mid year adjustments. As a result returns from marketing were increased by over 25% and forecasting accuracy was improved.