Beverly Smet | SVP, Global Accounts, Precision AQ | October 2025
When traditional fieldforce activity is reduced or withdrawn, how do you protect your brand’s presence, reach your key prescribers, and avoid a drop in sales?
That was the challenge presented to us by a leading pharmaceutical client in Germany, who made the strategic decision to discontinue their GP salesforce from selected segments for two late-lifecycle brands: one in asthma, the other in pain. This decision freed up resources but also introduced a clear risk. Removing 70,000 annual face-to-face rep visits meant losing a major channel of engagement and influence with prescribers. The challenge was not just how to replace this lost interaction volume, but how to do so in a way that was measurable, efficient, and commercially impactful.
The client approached us with a bold idea: to co-develop and execute a fully omnichannel campaign aimed at replacing the lost rep activity – and to do so within a shared-risk model. If we succeeded, both parties would benefit. If not, we would share responsibility for the outcome.
Fortunately, the client had already invested in a solid data foundation, with high levels of HCP opt-ins and a detailed CRM database tracking past fieldforce activity at an individual level. This gave us the opportunity to build a campaign rooted in real engagement history, rather than relying solely on assumptions or national averages.
To ensure meaningful measurement, we used the Navigator365™ Multichannel Equivalence (MCQ) framework, which allows each non-personal channel to be weighted in terms of its equivalent impact to a single rep visit.
With this in place, our objective was clearly defined: to deliver at least 70,000 MCQs over the course of a 12-month campaign – the equivalent value of the fieldforce activity that had been lost.
Our channel mix was carefully selected based on predicted reach, cost-efficiency, and impact. It included three waves of phone calls and print mailings, monthly owned email campaigns, targeted 3rd-party emails and website placements, as well as a centralised multibrand website. Crucially, we ensured that each month of the campaign brought fresh activity – the “something new every month” approach – to maintain visibility and momentum over time.
We also began preparing and adapting content several months in advance to accelerate the MLR approval process, a step that proved critical to maintaining a consistent execution rhythm throughout the year.
The results spoke for themselves. Sales for the first brand increased by 20% versus baseline, while the second brand saw a 13% uplift. These commercial gains were supported by a successful delivery of over 70,000 MCQs – matching the original in-person engagement volume – and achieved at just 20% of the cost of a traditional rep-led model.
Not only did the campaign meet its engagement goals, it also delivered on commercial metrics – strengthening the client’s confidence in non-personal promotion and laying the groundwork for a scalable model (the campaign was extended for an additional 2 years).
Several factors contributed to the campaign’s success. The ability to leverage opt-in and CRM data meant we could target HCPs based on real past interactions. By focusing on a smaller number of high-impact channels – rather than spreading activity too thin – we achieved clarity, consistency, and efficiency. Advanced preparation of content, informed by channel-specific insights, allowed us to navigate the regulatory process more smoothly. And most importantly, we established clear KPIs from the outset, enabling us to track not only engagement, but also commercial return.
Beyond the numbers, the campaign showed that with the right insights, tools, and strategy, it is entirely feasible to maintain – and even improve – brand performance without relying on a full-scale salesforce presence. For mature brands with strong awareness and minimal competition, this kind of omnichannel approach offers a compelling and cost-effective alternative.
Interested in how Navigator365™ could help you reshape your own engagement strategy? Get in touch!