Substituting 70,000 rep visits with an omnichannel strategy for mature brands
Challenge/Opportunity
Facing the discontinuation of its GP salesforce in selected segments for two mature brands in Germany (pain and pulmonology), the client aimed to replace 70,000 annual rep visits with an efficient, insight-led omnichannel (OC) campaign. With limited marketing automation and a large “no-see” HCP population, the challenge was to maintain share of voice and drive sales – all under a risk-share model.
Strategy
- Leverage our Navigator365™ Multichannel Equivalence (MCQ) framework to design, execute and measure a 12-month OC campaign that replicated the impact of rep visits – while ensuring cost efficiency and sustained business performance.
Tactics
- We provided end-to-end support, from insight generation to execution and impact measurement
- Channel mix: Phone calls (3 waves), Print mailings (3 waves), Owned emails (monthly), 3rd-party emails and HCP websites, Multibrand HCP site
- Content journey: Message flows defined by brand imperatives, content prepared and adapted for each channel in advance for smooth MLR review, with a “something new every month” approach to ensure continuous engagement
- Execution & tracking: Navigator365™ insights used to assign MCQ values per channel, with campaign progress tracked through a custom-built dashboard that also allowed real-time optimisation
Results
- Sales Impact: +20% sales growth vs. baseline for Product 1 and +13% sales growth vs. baseline for Product 2
- MCQ Achievement: 70,000+ MCQs delivered over 12 months – meeting target, and feasibility proven to generate 2–5 MCQs per customer annually
- Cost Efficiency: Business impact delivered at just 20% of the cost of full fieldforce alternative
- Extended Impact: Campaign renewed and extended for additional two years
