Case Studies

Dermatology Product Rebounds in Face
of Aggressive DTC

Results Summary: Market Share Hits All-Time High

Category: Dermatology

Situation

Our client (a major pharmaceutical company) had a dermatology product that had not been promoted to dermatologists for 2 years. In the meantime, their competition had initiated an aggressive DTC advertising campaign.

Concerns

A rapidly declining market share was threatening the prominence of the product. The competitor's DTC campaign was increasing awareness and sales of competitive product.

The Publicis Selling Solution

Publicis Selling Solutions developed a team of 32 sales representatives, three district managers, and one national sales manager to penetrate the dermatology market, develop relationships with dermatologists, and stop market share erosion.

The Publicis Selling Solution Result

• Market share for dermatologists and total universe increased to an all-time high
• First-year objectives met, leading to contract renewal and expansion of physician audience to podiatrists
• Market share had significant month over month increases
• Based upon this success, sales force expanded to 62 reps; scope of project expanded to include PCPs
• Additional physicians added
• Publicis Selling Solutions sales force assigned as the key to success in all initiatives for this product; it remains the primary sales force promoting product for the company
• Contract is in its third year