A leading global pharmaceutical brand was losing market share to new competitors. Based on its impressive data and gold-standard treatment, the brand was priced above its competitors, with reps struggling to communicate the brand’s value in an effective and compelling way.
We identified the key to success was supporting and training reps to better understand the value proposition and reframe customer conversations around features beyond price. Working with the rep teams, we established a new brand essence, customer segmentation, profiling and GAP analysis and re-launched the sales kits with new training tools, video content and on-going monitoring.
The campaign was a huge success in terms of accelerating performance, with 8 out of 11 markets reversing decline within 3 months of of the program re-launch.