How did Rosetta help a leading drugmaker dramatically improve sales force effectiveness?

Situation

A leading pharmaceutical client developed a new drug in a highly competitive therapeutic category with a host of recent entrants. To maximize uptake at launch, the client wanted to target physicians that would be most receptive to the drug's specific claims and effectively position its product against competitive therapies.  The client sought an in-depth understanding of physicians' core drivers and influencers on prescribing behavior and therapy choice.

Solution

Rosetta optimized this drug launch by:

• Identifying the two physician segments most aligned with the product's core benefits and who expressed the highest likelihood to adopt
• Refining positioning, messaging, and sales collateral to align with the targets' key drivers
• Identifying segment-specific programs and tactics to educate, influence, and support physicians across the category

Impact:

A post-launch analysis confirmed that the two segments identified and targeted generated an 80% to 120% increase in TRx per call versus similar segments. The client achieved its initial market share goal and continues to leverage these segment definitions to guide sales and marketing strategies.