Case Study 1
Product Launch
SITUATION
Product launch of a first-time generic product in the glaucoma market
CHALLENGES
Different formulation than currently available reference branded product
Not available in every EMR platform initially
Need to re-create the market for this previously discontinued formulation
APPROACH
High potential targets were selected based upon their historical prescribing
pattern of the branded reference drug. The audience consisted of 3,000 ophthalmologists ranging from deciles 4-10 and 500 pharmacies per month
The campaign announced the availability of a new generic alternative to this branded product to physicians, and followed up with local pharmacies to
encourage pull through
The program elements included tele-detailing, direct mail, email and faxing
RESULTS
The program was well received by the target HCPs and their practices. Prior to the conclusion of the original 6 month program, client extended the contract by 5 months through the end of the fiscal year
Case Study 2
Product Launch
SITUATION
Product launch for new dosage strength of an existing product within the SNRI generic market
CHALLENGES
Incomplete coverage of commercial insurances
Not available in every EMR platform initially
Changing physician prescribing habits to include new dosage strength in their treatment
APPROACH
High potential targets were selected based upon their historical prescribing
pattern. The audience consisted of 9,334 Internal Medicine, Family Medicine, General Practice and Psychiatry physicians ranging from deciles 7-10
The campaign highlighted generating awareness of the availability of the new dosage strength, which adds to currently-available dosing options for grater flexibility of treatment and could be beneficial titration option
The program elements included tele-detailing, direct mail, email and faxing
RESULTS
The program was well received by the target HCPs and their practice. Prior to the conclusion of the original 6 month program, client extended the contract by 6 months along with adding additional resources to the program to increase the reach and frequency. At the conclusion of the total 12 months, the growth of the product encouraged client to continue to extend the program to date
Case Study 3
Hospital Product
SITUATION
Inpatient pharmacy product with declining sales
CHALLENGES
No promotion behind product prior to PharmaKinnex efforts for over 24 months
Product not available on all GPO contracts
Niche product with specific indication and limited utilization period
APPROACH
High potential targets were selected based upon their historical purchasing pattern. The audience consisted of 1,500 pervious accounts that has purchased the product in the past
PharmaKinnex goal was to reach the forecasted sales set by client over a 8 month time-frame
The program elements included tele-detailing, direct mail, and e-mail
RESULTS
PharmaKinnex exceeded the forecast, set forth by client, by over 200 equivalent units. At the conclusion of the 8 month program the client extended the program for an additional 7 months. Upon exceeding the forecast again, the client renewed the program for an additional 6 months. The program then concluded to the company being acquired. PharmaKinnex was awarded two bonuses for exceeding sales forecast by over 20%
