Client achieves FDA regulatory approval for a new clinical indication for an existing, mature product
Despite 12 months of active promotion, Physician Pulse Data indicates a low level of awareness of the new approval within the specialist audience targeted for the new indication
Client seeking to understand the “gap” in reported Sales Representative activity and in message awareness / recall with their target specialists
OLG designs a research approach that involves interviewing client sales representatives and high value physician targets
Series of telephone IDIs with specialists to gauge physician message recall and understand physician-Rep interactions
Series of telephone IDIs with Reps competent in the therapeutic category and comfort in delivering sales messages
IDIs with physicians identified significant variance in message delivery and call reporting captured in the interactive visual aid (IVA)
Representative interviews revealed a lack of comfort in calling on specialists and competence in the new therapeutic category
Brand team and sales training launched a field-based training initiative designed to elevate therapeutic category knowledge among the field force. Training included self-administered tests and DM coaching.
Twelve month re-check reveals a favorable shift in Physician Pulse data and in representative self-reported competence in message delivery
