Optimising CCG green light approval and prescribing clarity

CHALLENGE

  • CCG green light approvals and new hospital contract wins meant a campaign was urgently required to raise awareness among GP practices, pharmacies and care homes across the UK
  • Decline in prescribing of the established brand due to lack of clarity around prescribing guidance
  • GP s also lacked clarity on brand efficacy, tolerability and cost
  • Treatment area seen as a low priority with GPs
  • Short fall in field activity on mature brands due to other competing priorities
  • Prescriber database needed updating and insight into sphere of influence and buying process
  • Key CCGs where little or no brand awareness needed addressing

SOLUTION

  • Increase in noise around the brand was achieved by a number of initiatives
  • Remote detailing initiated using an effective call guide to deliver key messages around the brand to an identified data base
  • Customers who opted in during those calls received email information regarding the brand
  • Target GPs practice managers were contacted and sent links to content that could be presented at weekly practice meetings regarding the brand
  • Automated emails were then to be sent out from the CRM precisely 1 week after the initial call/email
  • 2 weeks after the initial calls were made follow up calls were to be made to Practice Managers and GPs feedback obtained and appointments booked with most engaged customers

Client Feedback

Working with The Healthcare Partnership has been a very enjoyable and productive
experience for us. The highly experienced and motivated team quickly grasped the
campaign objective and executed our sales strategy with maximum effect. We are
experiencing such positive sales figures and customer feedback, that we are already
looking to extend the existing campaign It has been a pleasure working with Duane and the team and I look forward to working with them again in the near future."

Working with Duane and The Healthcare Partnership over the last two years has helped us achieve numerous objectives and has directly increased sales across various product ranges from the activity they have completed. The Healthcare Partnership team are very professional with their approach and interactions with our target customers whilst always being very results focused, so we look forward to continuing our working relationship with Duane and the team."

RESULTS

  • The Healthcare Partnership gathered many CCG and practice level insights (e.g. prescribing guidance, concerns, +/- field sales representative interaction feedback, patient feedback, competitor activity/messaging and much more), some being strategy influencing/changing
  • Identified GPs and Practice Managers who were most receptive to calls and messages and who acted as brand/product advocates
  • Created a decision making/influencing map of key HCP contacts for future campaigns
  • ePACT figures confirmed a significant increase in prescribing spanning the brick regions included in the campaign
  • Resulted in a market share growth of 12% over a 6 month period
  • Competitor market share dropped by 5% in the same time period as a result of growing the brand and the overall market growth
  • Achieved as a result of a bespoke approach by a highly professional and dedicated team who go the extra mile to deliver results

Client Feedback

Working with Duane and The Healthcare Partnership over the last two years has helped us achieve numerous objectives and has directly increased sales across various product ranges from the activity they have completed. The Healthcare Partnership team are very professional with their approach and interactions with our target customers whilst always being very results focused, so we look forward to continuing our working relationship with Duane and the team."

Working with The Healthcare Partnership has been a very enjoyable and productive
experience for us . The highly experienced and motivated team quickly grasped the
campaign objective and executed our sales strategy with maximum effect. We are
experiencing such positive sales figures and customer feedback, that we are already
looking to extend the existing campaign It has been a pleasure working with Duane and the team and I look forward to working with them again in the near future."