Quantitative Metrics via IQVIA
|
Case Study – Last 12 months |
% inc NRx |
ROI Results |
|
In a crowd diabetes market, a mature brand wanted to focus on high-value targets to drive sales |
18.6% |
12.6:1 |
|
A newly launched dermatological product wanted to rapidly create awareness to drive sales in a 90 days period. |
22.5% |
5.7:1 |
|
Newly launched Oncology product wanted to reach their top targets in a crowded and competitive marketplace |
28.6% |
21:1 |
|
An established CV drugs utilized post heart attack wants to solidify its market position in high decile targets. |
7.2% |
7.3:1 |
|
A newly launched diabetes drug enters a crowded market and wants to reach their top tier HCP’s |
9.3% |
5.1:1 |
|
An established brand in the respiratory space wanted to deliver new formulary coverage messaging to their “low see” HCP’s |
6.8% | 3.2:1 |
|
An established diabetes brand wanted to reach their top targets and block competitors |
7.8% |
11:1 |
|
A mature diabetes brand targeted their top HCP’s to auqment sales and field activity |
2.5% | 8:1 |
|
An established Rheum product wanted to target their top HCP’s with a new branded message |
5.2% |
11.3:1 |
Qualitative Survey Response Rates
|
Type Area |
Program 1 PCP |
Program 2 Cardiologist |
Program 3
Dematologist |
Program 4
PCP |
|
Response rate to blinded survey |
19% |
17%
|
23% |
20% |
|
% Recall of Sponsor and name of the Sponsor |
88%
|
92% |
84% |
86% |
|
% Recall of Product and name of the Product |
88% | 92% | 84% | 86% |
| % Continued subscription | 92% |
90% |
94% |
88% |
Actual results from a client
ROI study
• Drug life cycle: Program introduced well into Maturity Stage
• Product was the oldest, most mature product in category
• Journal: Broad-based weekly deliverable
• Sample: n=3,568 physicians for test and control
Study Learnings
• Market share only declined 2.16% for physicians exposed to program
• Market share declined 3.01% for physicians not exposed to program
• Program resulted in an additional $810,566 in sales compared to control group
• Program generated a 3.91:1 ROI
Actual results from a client ROI study
• Drug life cycle: Program introduced shortly after launch
• Journal: Broad-based weekly deliverable
• Sample: n=4,822 physicians for test and control
Study Learnings
• ROI 5:1 before controlling for call differences between test & control groups
• ROI 2:1 after accounting for call differences
• Average of 14 incremental NRx’s written per physician due to program
• Program had impact beyond 6-month subscription term
