Identify the internal and external root causes of low in-market adoption of brand in approved indication. Prove or disprove a perceived link to in-field knowledge issues, ability to overcome cost concerns, ineffective coverage or any other issues for immediate action. (Link – patent expiry 2028 – generics are looming)
STEM conducted cross-functional interviews and sales team field visit observations to identify knowledge and buy-in to the current campaign and understand which call and campaign elements were the most impactful with HCPs.
The information gathered was then Industry Benchmarked to understand:
How often is there a clear outcome to the customer interaction where customers have agreed a clear behavioural change?
Highly motivated team believing in the strategic direction and positioning.
Biggest block for further adoption is cost concerns. The Sales Force is not handling this objection in majority of cases.
HCPs agree to a behaviour change (currently only 12% of interactions) when their treatment regimens are challenged, invited to engage in marketing messages and have their concerns addressed.
Majority of the pre-call plans did not have a clear idea of where/in who they are going source the growth (situation related), resulting in 1:3 calls not specifying positioning for growth.
Sales team would benefit from marketing joining HCP visits/create events to support their needs to create more awareness.
Supporting the launch of a new innovative product empowered the sales team with new capabilities to drive sales performance
STEM insight sets the foundation for improved coaching model that drives brand performance and increases patient share.