Student Dissertation

Agency : Pharmaceutical Marketing; Sales Management; Sales Performance; Opioid Brand

Objective : The purpose of the study is to identify the gaps in the performance of an opioid drug & what measures can be adapted for the improvement of the same.

Background : M pharmaceuticals is an established pharmaceutical supplier based in Dublin, USA. They launched a product in March 2013 for treatment of severe acute pain. The company wants to analyze the performance of the drug every month in the 4 regions with 17 districts & almost 150 territories performances are analyzed based on the data sets. The performance of the brand is continuously tracked and analyzed with the help of TRX data, calls data, NPA data etc. As company has a lot of expectation in terms or sales from this brand but in real the sales aren’t matching the forecast. There are some gaps in the sales performance which they wanted to find out so as to work on the same.

Methodology : The study started with the objective of analyzing the brand performance of the opioid brand. The sales efforts made for generating prescriptions for the brand were analyzed. Segmentation of regions from national level to specialty level based on performance & potential was done to identify the current status of the respective geographies. It was followed by the Deep dive into the territories performances for diagnosis of the gaps in the potential & performance of the prescribers within each specialty. Based on the segmentation identification of the efficiency issues was done for giving recommendations for effort focus or shifting.

Findings : After the analysis was done based on the strategy matrix it was found out that two territories namely Ridgewood & Waterbury comes under the segment of Go deep strategy as per the position of bubble according to the potential of prescriber & Trx generated by the same. Therefore there is a need to increase number of calls & put efforts to make the existing prescribers write for the brand.7 territories comes under the segment of go deep + get new strategy which indicates that efforts are to be put into both increasing the number of calls & adding new prescribers so to fill the gaps in the performance of the opioid brand.

Recommendations : After the analysis was done based on the strategy matrix it was found out that two territories namely Ridgewood & Waterbury comes under the segment of Go deep strategy as per the position of bubble according to the potential of prescriber & Trx generated by the same. Therefore there is a need to increase number of calls & put efforts to make the existing prescribers write for the brand.7 territories comes under the segment of go deep + get new strategy which indicates that efforts are to be put into both increasing the number of calls & adding new prescribers so to fill the gaps in the performance of the opioid brand.


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