#FutureReadyHealthcare
Indegene Drives Specialty Neurology Product Sales in Whitespace Area
The Customer
The client is a global pharmaceutical giant developing leading neurology products for relapsing forms of multiple sclerosis. The product was new to the market, the client was looking for a partner who can amplify its launch efforts.
Challenges
Maximize launch initiatives and drive Rx from 3 underperforming segments
HCPs who did not interact or prescribe client’s products
low face-to-face interactions, and
treated 3 or fewer patients
Reduce sales and marketing cost which was at 28% of the total revenue post launch
Pilot test the effectiveness of tele, video detailing, and coordinate nonpersonal initiatives on whitespace audience
The Solution
Deployed omnichannel campaigns through automated direct emails, brand microsites, social media, and on-demand concierge
Developed a Click-to-talk feature providing faster support. Integrated an omnipresence CRM and marketing automation suite that enabled call conversion and automated campaigns
Created personalized campaigns using Indegene’s IP that provided HCP adoption insights, preferences, affiliations of about 1.8 million HCPs (NPI level)
Extended the 6-month pilot success to 2 years of engagement
Outcomes
6-month test group showed 12% incremental Rx growth versus the control group where Indegene’s omnichannel campaigns resulted in $87 million incremental revenue for the specialty product in 24 months. 199 new prescribers were onboarded writing 1,800 prescriptions and reduced the overall sales and marketing cost to 10.7% delivering at 9.5x ROI.
199
New writers activated
$87 million
Incremental sales
9.5x
ROI
