Quantitative Metrics via IMS Health

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



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