Case Study
Integrating sales and marketing
March 25, 2024
The business challenge
After 4+ years on the market with an IV infusion product, our client prepared for the launch of an oral option in a rare disease space
It was imperative to have the salesforce aligned and fully trained on the new formulation and and for them to expertly identify customers who would immediately embrace the new product
Timing was imperative as a competitive oral option was expected to enter the market within the quarter
What we did
• Internally aligned all functions, especially the salesforce
• Ensured a complete understanding of the subtleties in messaging for the oral formulation
• Developed an implementation plan for each of the various customer profiles
• Continued collaboration with sales leadership and timely delivery of fresh, engaging sales tools
How we did it
• Immediately formed a working group of sales leaders and training and developed an extensive plan that could be implemented upon product approval
• Developed customer-facing tactics that leveraged country thought leaders (peer-to-peer sharing)
• Led marketing efforts cross-functionally (with support from Medical and Legal), developing new messaging for the oral formulation
• Coordinated a live launch plan and touchpoint with sales designed to transition as many IV customers as possible to the oral formulation as soon as the product as product was available
