A refreshed approach to late stage life cycle
The Challenge
In the competitive pharmaceutical landscape, even established products can face significant hurdles. One client, with a late-stage product distinguished as the only branded therapy amidst a sea of generics, found themselves in such a predicament. With no new data emerging for over five years, their peer-to-peer offerings had become lengthy and overly dense, diluted by an excess of brand messages. ClinicalMind embraced the challenge head-on.
To revitalize both key opinion leaders (KOLs) and the sales force, ClinicalMind undertook a comprehensive strategy to redefine the unmet needs of patients and the under-treated population. Collaborating closely with the client, they revamped the core promotional deck, created innovative peer-to-peer program options, and explored new patient profiles to set the product apart from generics. This effort resulted in a streamlined Speaker Bureau, emphasizing the most engaged KOLs, and a 70% increase in the number of trained speakers for peer-to-peer programs.
The Solution
ClinicalMind partnered with the client to execute the following strategies:
Rebuild the Core Promotional Slide Deck: Engaged a full KOL steering committee to update and refine the core promotional materials.
Diversify Peer-to-Peer Program Options: Developed an abbreviated slide deck for quick presentations in post-shift or lunch settings, alongside a comprehensive guidelines-based slide deck.
Identify and Discuss New Patient Types: Initiated discussions on new patient types to highlight the product’s unique benefits compared to generic alternatives.
Streamline the Speaker Bureau: Reduced the Speaker Bureau to include only the most committed and engaged KOLs.
The Results
ClinicalMind successfully integrated evolving patient profiles into the peer-to-peer materials and programs, aiding healthcare providers in recognizing under-treated populations. The Speaker Bureau was streamlined to 50% of its original size, while the number of speakers trained for innovative, case-based roundtable educational programs increased by over 70%. This strategic revamp not only reinvigorated the client’s product but also positioned it more effectively against generic competitors.