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Case Studies
Case Study #2: Case Study in Rheumatology
Situation
Late stage product with declining corporate support, including reduced marketing budget, loss of sales force and with activist petitioning to have the drug removed from the market. Need was to increase the reach and frequency of physician contact.Task
Identify and implement an effective yet economical way to provide new information and product-related materials to targeted physicians using a small, specialized thought leader group.Action
Planning and Program DevelopmentResearch
- Initial review of the literature
- Interviews with thought leaders across the country
- Marketplace review: needs & opportunities
- Clinical review of treatment options
- Tight knit rheumatology community with a host of new treatment options available to treat patients
- Significant amounts of clinical literature and studies supporting newer products
- Limited clinical advantage of newer products
- Substantial cost advantages and patient compliance of older product
- Confused reimbursement situation
- Compelling business-related problems within targeted specialty, including practice efficiency, compliance, health care quality documentation and reimbursement issues
- Clinician preference for printed materials with web-based referencing
- Build credible, interdisciplinary teams of national physician and pharmacy thought leaders in rheumatology and clinical research, as well as in health economic and business management
- Develop and interweave content focused on clinical, health care quality and business of medicine issues to maximize attention from targeted physician group
- Develop a publication-based program with short development timelines enabling flexible and accelerated distribution of materials as market opportunities become available
The product budget was cut significantly, and consisted mainly of Premier Healthcare’s two proprietary programs, Physician Practice Options™ and The Quality Indicator™, along with a promotional mailing program, a website and a consultant program. The product exceeded its sales budget for the year. According to the product manager, the PHR program was a significant piece of the puzzle. The following year, the corporation put the sales force back in place.
