A client with a five-year old brand in the Generics market and 40% of known formularies tasked Star to increase the product sales growth by 100%, over two years.
To achieve this, strategy development and planning was absolutely key. 99% of first-line status on formularies were identified, and positive NHS and PHSE guidance was refined for the brand. An insight-led strategy was subsequently developed to deliver on the brand’s strengths and NHS direction, whilst 45% of the top target accounts in the UK were identified and then prioritised into categories, with a clear market approach given to all 3,695 accounts.
The new strategy developed by Star was presented to the client with a clear focus for all of the target accounts. The success of the strategy was measured by the provision of a Budget Impact Model and monthly reporting, and since implementation, accounts selected more than three times in the six months to date, have seen 45% growth above the accounts not selected, whilst the sales generated have exceeded 113% of the target.
Target exceeded for sales generated
Growth above accounts not selected