Case Studies

_medicalpromotion

Fast Start

“Lathian’s Fast Start program had enabled us to reach a much larger target audience at a significant cost savings. This innovative solution helped us jump-start lagging brands, ensuring that we met and often exceeded expectations.” —Brand Manager

customer profile

A mid-size pharmaceutical company that develops and markets products that focus on dermatology

situation

The brand team needed to deliver sustainable growth by increasing revenue by roughly 20% over last year. In addition, they needed to achieve an ROI on their marketing dollars of at least 5:1, as directed by senior management.

The brand team faced a severe access problem. Over 60% of their targeted physicians had implemented a no see rep policy. Moreover, existing physician databases were out-of-date. Due to the inability to get in front of physicians, the brand team was finding it difficult to effectively reach and connect with their target audiences.

solution

The customer needed a way to quickly decide what mix of solutions was best for their product line, without investing significant time and money in programs that would not return the required ROI. Lathian’s Fast Start program was an ideal solution, as it enabled the brand team to choose only the solutions they needed to maximize reach and frequency.

The combination of Lathian’s eLerts and eDetailing enabled the brand team to swiftly and cost-effectively create individual ePromotion campaigns, perfectly customized to their immediate needs. In addition, through its Business Intelligence technology service, Lathian was able to monitor, track, and integrate data from the program’s results.

results

Lathian delivered a 25% increase in target audience reach with a quick delivery of its brand message through the eLerts and a multi-wave 8 minute eDetail promotional program. The client experienced a 200% improvement in contact frequency, noting that many physicians were viewing the programs on nights, weekends, and holidays. In addition, they gained business intelligence by determining that over 50% of physician responders began prescribing less of the competitors’ product and were substituting their brand.

The Fast Start program provided this mid-size pharmaceutical company with the tools and solutions they needed to quickly correct sales productivity and achieve the targeted ROI. The ePromotion programs were bundled so that the brand team had a very customized and targeted solution.

Published: 10.02.2006