Submit Search
Upload
SPI Insight: Top 5 Pharma Company Changed the NRx Launch Curve
•
1 like
•
244 views
Dario Priolo
Follow
This eBook is a case study of a top 5 pharma company and its NRx launch.
Read less
Read more
Health & Medicine
Report
Share
Report
Share
1 of 5
Download now
Download to read offline
Recommended
CV SANTOSH updated
CV SANTOSH updated
Dr Santosh Singh
SPIN Evidence of return on investment
SPIN Evidence of return on investment
Adrian Davison
MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer ...
MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer ...
victor okoth
Sachin Resume(1)
Sachin Resume(1)
Sachin Adawade
Optimizing agency teams
Optimizing agency teams
comms planning
Resume_L
Resume_L
Dinkar Kumar Pandey
Revitalizing The Brand
Revitalizing The Brand
André Harrell
Resume(E) MANOJ BAKSHI ( FLM May 16 )
Resume(E) MANOJ BAKSHI ( FLM May 16 )
manoj bakshi
Recommended
CV SANTOSH updated
CV SANTOSH updated
Dr Santosh Singh
SPIN Evidence of return on investment
SPIN Evidence of return on investment
Adrian Davison
MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer ...
MKT 421 COMPLETE COURSES MKT 421 Week 1 Understanding Marketing and Customer ...
victor okoth
Sachin Resume(1)
Sachin Resume(1)
Sachin Adawade
Optimizing agency teams
Optimizing agency teams
comms planning
Resume_L
Resume_L
Dinkar Kumar Pandey
Revitalizing The Brand
Revitalizing The Brand
André Harrell
Resume(E) MANOJ BAKSHI ( FLM May 16 )
Resume(E) MANOJ BAKSHI ( FLM May 16 )
manoj bakshi
Biju Pillai_Curriculum Vitae
Biju Pillai_Curriculum Vitae
Biju Pillai
BVV. RAVISHANKAR
BVV. RAVISHANKAR
BASAVA VEERA VENKATA RAVISHANKAR
ClayPowell Resume 2017
ClayPowell Resume 2017
Clay Powell
Regional Manager
Regional Manager
George P.G. Bandula
Randy Coates Resume 2016
Randy Coates Resume 2016
Randy Coates
New Resume
New Resume
Vikas saxena
Innovation
Innovation
Simon Launay
GAURAV CV W
GAURAV CV W
Gaurav Rastogi
SALES COACHING FEEDBACK LOOP
SALES COACHING FEEDBACK LOOP
André Harrell
sharon meckes-5-17-2015
sharon meckes-5-17-2015
Sharon Meckes
Mynul_Resume_F
Mynul_Resume_F
Mohd. Mynul Islam
Shirish
Shirish
Shirish Gaur
Yasir-UCV
Yasir-UCV
Yasir Naseer
Honggo CV 160812
Honggo CV 160812
Honggo Ng
New resume
New resume
Vikas saxena
Alalicv
Alalicv
Ahmad Ali
Retail planning overviews[1]
Retail planning overviews[1]
Ken Dailey
resume latest - sales1
resume latest - sales1
NIRVAY KUMAR
Product Launch Methodology
Product Launch Methodology
Dennis Stevenson
Generics Asia 2014
Generics Asia 2014
Rita Barry
Reunion17 feb
Reunion17 feb
Isabel Del Rio
CCNA I Certificate
CCNA I Certificate
joseph karomo
More Related Content
What's hot
Biju Pillai_Curriculum Vitae
Biju Pillai_Curriculum Vitae
Biju Pillai
BVV. RAVISHANKAR
BVV. RAVISHANKAR
BASAVA VEERA VENKATA RAVISHANKAR
ClayPowell Resume 2017
ClayPowell Resume 2017
Clay Powell
Regional Manager
Regional Manager
George P.G. Bandula
Randy Coates Resume 2016
Randy Coates Resume 2016
Randy Coates
New Resume
New Resume
Vikas saxena
Innovation
Innovation
Simon Launay
GAURAV CV W
GAURAV CV W
Gaurav Rastogi
SALES COACHING FEEDBACK LOOP
SALES COACHING FEEDBACK LOOP
André Harrell
sharon meckes-5-17-2015
sharon meckes-5-17-2015
Sharon Meckes
Mynul_Resume_F
Mynul_Resume_F
Mohd. Mynul Islam
Shirish
Shirish
Shirish Gaur
Yasir-UCV
Yasir-UCV
Yasir Naseer
Honggo CV 160812
Honggo CV 160812
Honggo Ng
New resume
New resume
Vikas saxena
Alalicv
Alalicv
Ahmad Ali
Retail planning overviews[1]
Retail planning overviews[1]
Ken Dailey
resume latest - sales1
resume latest - sales1
NIRVAY KUMAR
Product Launch Methodology
Product Launch Methodology
Dennis Stevenson
Generics Asia 2014
Generics Asia 2014
Rita Barry
What's hot
(20)
Biju Pillai_Curriculum Vitae
Biju Pillai_Curriculum Vitae
BVV. RAVISHANKAR
BVV. RAVISHANKAR
ClayPowell Resume 2017
ClayPowell Resume 2017
Regional Manager
Regional Manager
Randy Coates Resume 2016
Randy Coates Resume 2016
New Resume
New Resume
Innovation
Innovation
GAURAV CV W
GAURAV CV W
SALES COACHING FEEDBACK LOOP
SALES COACHING FEEDBACK LOOP
sharon meckes-5-17-2015
sharon meckes-5-17-2015
Mynul_Resume_F
Mynul_Resume_F
Shirish
Shirish
Yasir-UCV
Yasir-UCV
Honggo CV 160812
Honggo CV 160812
New resume
New resume
Alalicv
Alalicv
Retail planning overviews[1]
Retail planning overviews[1]
resume latest - sales1
resume latest - sales1
Product Launch Methodology
Product Launch Methodology
Generics Asia 2014
Generics Asia 2014
Viewers also liked
Reunion17 feb
Reunion17 feb
Isabel Del Rio
CCNA I Certificate
CCNA I Certificate
joseph karomo
Chapter1.1 1.2 alghonors
Chapter1.1 1.2 alghonors
nglaze10
Smart Probation Technologies
Smart Probation Technologies
CNPS, LLC
Chapter 2.0
Chapter 2.0
nglaze10
Makinganoutline 2 10_2015_2_21_25_pm-1
Makinganoutline 2 10_2015_2_21_25_pm-1
Abigail Estoesta
CV Frank Ib Andersen
CV Frank Ib Andersen
Frank Ib Andersen
Interpersonal communication (outline)
Interpersonal communication (outline)
Abigail Estoesta
The power-of-now
The power-of-now
Letchumi Radakrishnan
Focus presentation 2009
Focus presentation 2009
Gerard Koster
duelo
duelo
Carmen Jaén
Viewers also liked
(11)
Reunion17 feb
Reunion17 feb
CCNA I Certificate
CCNA I Certificate
Chapter1.1 1.2 alghonors
Chapter1.1 1.2 alghonors
Smart Probation Technologies
Smart Probation Technologies
Chapter 2.0
Chapter 2.0
Makinganoutline 2 10_2015_2_21_25_pm-1
Makinganoutline 2 10_2015_2_21_25_pm-1
CV Frank Ib Andersen
CV Frank Ib Andersen
Interpersonal communication (outline)
Interpersonal communication (outline)
The power-of-now
The power-of-now
Focus presentation 2009
Focus presentation 2009
duelo
duelo
Similar to SPI Insight: Top 5 Pharma Company Changed the NRx Launch Curve
Open Courses Guide
Open Courses Guide
Adrian Davison
Center For Business Intelligence Pharma Relaunch 06 Final Update
Center For Business Intelligence Pharma Relaunch 06 Final Update
DCSmith1
Effective Launch Training Practices for District Sales Managers: Optimize Per...
Effective Launch Training Practices for District Sales Managers: Optimize Per...
Best Practices
Sfe final
Sfe final
Soham Joshi
SAP
SAP
Olivia Guillum Scott
Agenda- 5th Annual Pharma Sales Training & Development
Agenda- 5th Annual Pharma Sales Training & Development
Rachel Starnes
Case study ABC Pharmaceutical Company
Case study ABC Pharmaceutical Company
Herrmann International
OPEN Brochure NEW 2015 WEB - 201502
OPEN Brochure NEW 2015 WEB - 201502
Adrian Davison
Creating Success as a New Sales Manager
Creating Success as a New Sales Manager
LeadScorz
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
Browne & Mohan
Bernhardt Standing Out
Bernhardt Standing Out
BBernhardt
1101m1-1-OO100-2
1101m1-1-OO100-2
MARILYN O'BRIEN
MCM741_6-1InvestigationPaper_Stansell
MCM741_6-1InvestigationPaper_Stansell
Angela Stansell, MS
Value of helpful expertise
Value of helpful expertise
Steven Gutierrez
Marketing Optimization
Marketing Optimization
Eğitişim Kariyer Enstitüsü
Optimizing Channel Sales by Mercuri International
Optimizing Channel Sales by Mercuri International
Linda "Lily" Anderson
Beyond Marketing Roi 1
Beyond Marketing Roi 1
hollylocks
Forrrester Report: Marketing Maturity in the Age of the Customer
Forrrester Report: Marketing Maturity in the Age of the Customer
Jakub Malobecki
Resume Paul S Cartabiano 2016
Resume Paul S Cartabiano 2016
Paul S Cartabiano
Inadequate funding an impediment to sales training among the big pharmas in n...
Inadequate funding an impediment to sales training among the big pharmas in n...
Alexander Decker
Similar to SPI Insight: Top 5 Pharma Company Changed the NRx Launch Curve
(20)
Open Courses Guide
Open Courses Guide
Center For Business Intelligence Pharma Relaunch 06 Final Update
Center For Business Intelligence Pharma Relaunch 06 Final Update
Effective Launch Training Practices for District Sales Managers: Optimize Per...
Effective Launch Training Practices for District Sales Managers: Optimize Per...
Sfe final
Sfe final
SAP
SAP
Agenda- 5th Annual Pharma Sales Training & Development
Agenda- 5th Annual Pharma Sales Training & Development
Case study ABC Pharmaceutical Company
Case study ABC Pharmaceutical Company
OPEN Brochure NEW 2015 WEB - 201502
OPEN Brochure NEW 2015 WEB - 201502
Creating Success as a New Sales Manager
Creating Success as a New Sales Manager
Rewiring marketing: a practice based approach
Rewiring marketing: a practice based approach
Bernhardt Standing Out
Bernhardt Standing Out
1101m1-1-OO100-2
1101m1-1-OO100-2
MCM741_6-1InvestigationPaper_Stansell
MCM741_6-1InvestigationPaper_Stansell
Value of helpful expertise
Value of helpful expertise
Marketing Optimization
Marketing Optimization
Optimizing Channel Sales by Mercuri International
Optimizing Channel Sales by Mercuri International
Beyond Marketing Roi 1
Beyond Marketing Roi 1
Forrrester Report: Marketing Maturity in the Age of the Customer
Forrrester Report: Marketing Maturity in the Age of the Customer
Resume Paul S Cartabiano 2016
Resume Paul S Cartabiano 2016
Inadequate funding an impediment to sales training among the big pharmas in n...
Inadequate funding an impediment to sales training among the big pharmas in n...
More from Dario Priolo
State of Sales Hiring Survey Report
State of Sales Hiring Survey Report
Dario Priolo
Launch readiness 3 keys to success for sales leaders
Launch readiness 3 keys to success for sales leaders
Dario Priolo
Managing difficult employees
Managing difficult employees
Dario Priolo
SPI Insight: Selecting and Developing Sales Talent with Employee Assessments
SPI Insight: Selecting and Developing Sales Talent with Employee Assessments
Dario Priolo
SPI Insight: 2016 Predictions for the Sales Profession
SPI Insight: 2016 Predictions for the Sales Profession
Dario Priolo
SPI Insight: Driving CRM and Sales Enablement Success
SPI Insight: Driving CRM and Sales Enablement Success
Dario Priolo
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
Dario Priolo
More from Dario Priolo
(7)
State of Sales Hiring Survey Report
State of Sales Hiring Survey Report
Launch readiness 3 keys to success for sales leaders
Launch readiness 3 keys to success for sales leaders
Managing difficult employees
Managing difficult employees
SPI Insight: Selecting and Developing Sales Talent with Employee Assessments
SPI Insight: Selecting and Developing Sales Talent with Employee Assessments
SPI Insight: 2016 Predictions for the Sales Profession
SPI Insight: 2016 Predictions for the Sales Profession
SPI Insight: Driving CRM and Sales Enablement Success
SPI Insight: Driving CRM and Sales Enablement Success
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
SPI Insight: Taking the Pulse of Big Changes in Healthcare Sales
Recently uploaded
Call Girls Darjeeling Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Darjeeling Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
Arohi Goyal
High Profile Call Girls Coimbatore Saanvi☎️ 8250192130 Independent Escort Se...
High Profile Call Girls Coimbatore Saanvi☎️ 8250192130 Independent Escort Se...
narwatsonia7
(Rocky) Jaipur Call Girl - 9521753030 Escorts Service 50% Off with Cash ON De...
(Rocky) Jaipur Call Girl - 9521753030 Escorts Service 50% Off with Cash ON De...
indiancallgirl4rent
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
aartirawatdelhi
Top Rated Bangalore Call Girls Richmond Circle ⟟ 8250192130 ⟟ Call Me For Gen...
Top Rated Bangalore Call Girls Richmond Circle ⟟ 8250192130 ⟟ Call Me For Gen...
narwatsonia7
Call Girls Varanasi Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Varanasi Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Call Girls Aurangabad Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Aurangabad Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Call Girls Kochi Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Kochi Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Escort Service Call Girls In Sarita Vihar,, 99530°56974 Delhi NCR
Escort Service Call Girls In Sarita Vihar,, 99530°56974 Delhi NCR
9953056974 Low Rate Call Girls In Saket, Delhi NCR
Artifacts in Nuclear Medicine with Identifying and resolving artifacts.
Artifacts in Nuclear Medicine with Identifying and resolving artifacts.
MiadAlsulami
Bangalore Call Girls Hebbal Kempapura Number 7001035870 Meetin With Bangalor...
Bangalore Call Girls Hebbal Kempapura Number 7001035870 Meetin With Bangalor...
narwatsonia7
Call Girls Cuttack Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Cuttack Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Vip Call Girls Anna Salai Chennai 👉 8250192130 ❣️💯 Top Class Girls Available
Vip Call Girls Anna Salai Chennai 👉 8250192130 ❣️💯 Top Class Girls Available
Nehru place Escorts
Russian Escorts Girls Nehru Place ZINATHI 🔝9711199012 ☪ 24/7 Call Girls Delhi
Russian Escorts Girls Nehru Place ZINATHI 🔝9711199012 ☪ 24/7 Call Girls Delhi
AlinaDevecerski
Call Girls Ludhiana Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
Book Paid Powai Call Girls Mumbai 𖠋 9930245274 𖠋Low Budget Full Independent H...
Book Paid Powai Call Girls Mumbai 𖠋 9930245274 𖠋Low Budget Full Independent H...
Call Girls in Nagpur High Profile
Chandrapur Call girls 8617370543 Provides all area service COD available
Chandrapur Call girls 8617370543 Provides all area service COD available
Dipal Arora
Call Girls Ooty Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Ooty Just Call 9907093804 Top Class Call Girl Service Available
Dipal Arora
VIP Call Girls Tirunelveli Aaradhya 8250192130 Independent Escort Service Tir...
VIP Call Girls Tirunelveli Aaradhya 8250192130 Independent Escort Service Tir...
narwatsonia7
Recently uploaded
(20)
Call Girls Darjeeling Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Darjeeling Just Call 9907093804 Top Class Call Girl Service Available
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
All Time Service Available Call Girls Marine Drive 📳 9820252231 For 18+ VIP C...
High Profile Call Girls Coimbatore Saanvi☎️ 8250192130 Independent Escort Se...
High Profile Call Girls Coimbatore Saanvi☎️ 8250192130 Independent Escort Se...
(Rocky) Jaipur Call Girl - 9521753030 Escorts Service 50% Off with Cash ON De...
(Rocky) Jaipur Call Girl - 9521753030 Escorts Service 50% Off with Cash ON De...
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
Night 7k to 12k Navi Mumbai Call Girl Photo 👉 BOOK NOW 9833363713 👈 ♀️ night ...
Top Rated Bangalore Call Girls Richmond Circle ⟟ 8250192130 ⟟ Call Me For Gen...
Top Rated Bangalore Call Girls Richmond Circle ⟟ 8250192130 ⟟ Call Me For Gen...
Call Girls Varanasi Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Varanasi Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Aurangabad Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Aurangabad Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Kochi Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Kochi Just Call 9907093804 Top Class Call Girl Service Available
Escort Service Call Girls In Sarita Vihar,, 99530°56974 Delhi NCR
Escort Service Call Girls In Sarita Vihar,, 99530°56974 Delhi NCR
Artifacts in Nuclear Medicine with Identifying and resolving artifacts.
Artifacts in Nuclear Medicine with Identifying and resolving artifacts.
Bangalore Call Girls Hebbal Kempapura Number 7001035870 Meetin With Bangalor...
Bangalore Call Girls Hebbal Kempapura Number 7001035870 Meetin With Bangalor...
Call Girls Cuttack Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Cuttack Just Call 9907093804 Top Class Call Girl Service Available
Vip Call Girls Anna Salai Chennai 👉 8250192130 ❣️💯 Top Class Girls Available
Vip Call Girls Anna Salai Chennai 👉 8250192130 ❣️💯 Top Class Girls Available
Russian Escorts Girls Nehru Place ZINATHI 🔝9711199012 ☪ 24/7 Call Girls Delhi
Russian Escorts Girls Nehru Place ZINATHI 🔝9711199012 ☪ 24/7 Call Girls Delhi
Call Girls Ludhiana Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Ludhiana Just Call 9907093804 Top Class Call Girl Service Available
Book Paid Powai Call Girls Mumbai 𖠋 9930245274 𖠋Low Budget Full Independent H...
Book Paid Powai Call Girls Mumbai 𖠋 9930245274 𖠋Low Budget Full Independent H...
Chandrapur Call girls 8617370543 Provides all area service COD available
Chandrapur Call girls 8617370543 Provides all area service COD available
Call Girls Ooty Just Call 9907093804 Top Class Call Girl Service Available
Call Girls Ooty Just Call 9907093804 Top Class Call Girl Service Available
VIP Call Girls Tirunelveli Aaradhya 8250192130 Independent Escort Service Tir...
VIP Call Girls Tirunelveli Aaradhya 8250192130 Independent Escort Service Tir...
SPI Insight: Top 5 Pharma Company Changed the NRx Launch Curve
1.
SPI INSIGHT: HOW A
TOP 5 PHARMA COMPANY CHANGED THE NRx LAUNCH CURVE
2.
2© Sales Performance
International, Inc HOW A TOP 5 PHARMA COMPANY CHANGED THE NRx LAUNCH CURVE CHALLENGE Consider these facts: • The cost to bring a new pharmaceutical product to market has skyrocketed to over $2.5b. • Only 2 in 10 approved medicines produce revenues that exceed average R&D costs • The average time to competition for a first-in-class product is 1.2 years. • Only a small percentage of products make significant improvements in market share trajectory beyond the first six months Armed with this information, a marketing director with over 15 years of pharmaceutical sales and marketing experience in a top 5 pharmaceutical company understoodtheimportanceofasuccessfullaunchforhisrecentlyapprovedproduct. The difficulty of achieving a successful launch was compounded by several factors: • Changes in the healthcare business and practice model created a new definition of customer value and new expectations of sales representatives • Very little pre-launch market development was deployed • The sales team chosen to launch the product was a mixture of specialty representatives and primary care representatives with varying levels of proficiency in key selling skills (i.e. clinical selling, consultative dialog) • The product had significant clinical outcomes data soon to be published Customers now expect representatives to deliver patient-focused, evidence-based solutions that solve critical clinical and/or business issues. The Marketing Director recognized that there was a misalignment between customer expectations and the ability of the sales team. “When we had a significant opportunity to launch a new pharmaceutical product with clinical outcomes, we knew we had to quickly enhance the clinical selling skills of our sales force, as well as their ability to have a consultative dialog. “ SOLUTION The Director began working with his sales and training counterparts to collaborate on their needs. They were looking for a partner that could help them craft a learning solution that would align the skills of the representatives with the market needs to maximize their launch effectiveness. Since the healthcare market was moving toward more traditional B2B business models, they were looking for a partnerthathaddeepindustryexperiencethatcouldalsoincorporatebestpractices from other B2B industries. He recalled an earlier conversation with SPI and followed up to discuss his needs. It was clear that a partnership was in order. The partnership began with a thorough discovery process. SPI’s specialists sought a comprehensive understanding of the organization’s sales process, buyers and challenges. This included a skills assessment that gauged the competencies
3.
3© Sales Performance
International, Inc of the representatives to identify their greatest areas for improvement. The companies collaborated to set a timeline for the project and identify key goals and successmetrics,whichincludedincreasingtimewithphysiciansandgrowingmarket share and revenue. “We really wanted to roll out the training quickly,” said the Director. “SPI was very accommodating as far as scheduling time with us. They were flexible and able to do things in a very short period of time.” The rigorous discovery process helped SPI tailor the learning solution to align with the brand. Additionally, SPI had personnel trained on the ZINC platform, which facilitated the uploading of content for review by the medical and legal teams and decreased the workload of the company’s training team. Since the training was to be rolled out during regional POA meetings using field trainers, SPI collaborated with L&D personnel to conduct a “train the trainer” webinar for the team that would facilitate the workshops. During the same timeframe, the sales team was preparing for the training by completing eLearning. This eLearning was part of the knowledge acquisition phase of the training and gave the representatives the background and vocabulary needed to make the live workshops (knowledge application phase) more efficient and effective. Following the eLearning, the regional workshops were conducted sequentially over a one-week period. In the workshops, representatives learned key conceptssuchas,howphysiciansaretaughttoformulateclinicalquestionsandhow to leverage that information to enter into a consultative dialog. Instead of relying solely on slide presentations, the instructional design team at SPI created exercises that walked reps through live application of the material. These real-word exercises helped the reps develop the skills necessary to have evidenced-based, consultative conversations with physicians. As an example, one exercise required representatives to create a discussion outline by aligning brand messages with the format used by physicians when formulating a patient-specific, clinical question. In another exercise, representatives had to demonstrate their ability to use an evidence-based clinical question format (PICO) to tie key clinical data for the brand to a patient-specific solution. Creating this link helps physicians see the impact that prescribing the product may have on patient outcomes. Subsequent to the training, the partnership continued as a 6 month follow- up workshop was created to reinforce the concepts and increase the proficiency of the consultative dialog. At the time of the writing of this case study, the workshop was in the process of final tailoring and roll out. IMPACT Although the second workshop has not yet been deployed, the Marketing Director reported a trend break from the early launch data amounting to an incremental40%growthandasignificantupwardbreakintheweeklyNRxresults. In fact,themarketingteamwasabletoprovideanupwardadjustmentoftheirforecast to upper management. Field observations from sales managers confirm how their representatives have changed their thinking on what they want to focus on during calls. This has allowed them to get a little extra time with a physician, or to have
4.
4© Sales Performance
International, Inc more impactful discussions. When asked what he thought of working with SPI, he said, “SPI had the right process and the right people to help us develop impactful training and messages that set our sales team up for success. The results have been nothing short of amazing!” i. “BIOPHARMACEUTICALS IN PERSPECTIVE:” PhRMA.org, Spring 2015. Accessed 18 Jan 2016 http:// chartpack.phrma.org/biophrma-chartpack/research-and-development/drug-development-costs- have-increased ii. “BIOPHARMACEUTICALS IN PERSPECTIVE:” PhRMA.org, Spring 2015. Accessed 18 Jan 2016 http:// chartpack.phrma.org/biophrma-chartpack/research-and-development/few-approved-medicines- are-commercially-successful iii. “BIOPHARMACEUTICALS IN PERSPECTIVE:” PhRMA.org, Spring 2015. Accessed 18 Jan 2016 http:// chartpack.phrma.org/biophrma-chartpack/research-and-development/increasing-competition- within-therapeutic-categories iv. IMS Health, “Launch Excellence IV: a new launch environment.” 2013. Accessed 18 Jan 2016 https:// www.imshealth.com/files/web/Global/Services/Services%20TL/IMS_Launch_Excellence_WP.pdf
5.
5© Sales Performance
International, Inc UNITED STATES, HQ Corporate Headquarters: 6201 Fairview Road Ste 400 Charlotte, North Carolina, USA 28210 +1 704 227 6500 EUROPE Corporate Village – Figueras Building Da Vincilaan 11 B-1930 Zaventem, Belgium +32 2 2525004 UNITED KINGDOM 1st Floor 3 More London Riverside London, SE1 2RE + 44 203 283 4090 GREATER CHINA Room 1707 East Century Building, No. 345 Xian Xia Road, Chang Ning District, Shanghai 200336, China +86 21 3257 7030 CANADA 1200 McGill College Bureau 1100 Montreal Quebec H3B 4G7 Canada +1 514 904 0655 info@spisales.com www.spisales.com www.solutionsellingblog.com
Download now