Case Studies

Customer Service Model Scores Big Wins

Which methodology is more effective to reach targeted prescribers: using customer service representatives only, or a hybrid model of customer service and clinical sales representative teams? That's what a top pharmaceutical company asked PSSG to determine in marketing a diverse portfolio of three drugs to specialty and primary care physicians as part of a regional, multiphase, proof-of-concept pilot.

The pharma company wanted to reduce calls by its clinical sales representatives while maintaining or gaining market share for the three drugs. The project needed to be deployed during a major reorganization by the client, and required comprehensive training of customer service representatives to support the diverse portfolio.

Publicis Selling Solutions tested both models. The “dual ownership” methodology—consisting of both customer service and sales representative teams—reduced calls by the client's sales force by 30%, yet maintained market share and market growth in competitive and heavily promoted categories for two drugs. This method also gained market share for the third drug among primary care and specialty prescribers.

PSSG's customized solution achieved increases in market share, physician access, and overall satisfaction by both customers and sales representatives. To learn how we did it, Click here.