Strategic pre-launch omnichannel integration
Challenge
In a highly competitive market, our mid-sized client needed to launch a new drug with an omnichannel commercial model, as traditional sales alone were no longer sufficient to meet evolving customer needs.
What we did
We implemented a data-driven, agile strategy with three core pillars:
AI-Powered Market and Customer Insights
- Leveraged AI to analyse patient journeys, physician preferences, and unmet needs across EU5 markets, enabling granular segmentation and predictive analytics
- Identified optimal channels (e.g., digital platforms, key account management) and tailored messaging for each stakeholder (HCPs, payers, patients).
- Optimized media spend by targeting high-potential regions and touchpoints, reducing wasted investment.
Omnichannel Commercial Model
- Designed a hybrid sales structure blending traditional reps with digital touchpoints (e.g., virtual detailing, EHR-integrated platforms).
- Established a regional Centre of Excellence to coordinate campaigns, ensuring consistent messaging across online/offline channels.
- Prioritized HCP engagement through personalized content, addressing country-specific reimbursement and adoption barriers.
Agile Organizational Transformation
- Upskilled teams in digital tools and analytics, bridging gaps in hybrid engagement capabilities.
- Implemented dynamic resource allocation, outsourcing non-core functions (e.g., content localisation) to optimize costs.
- Embedded continuous feedback loops to adapt strategies in real-time based on performance data.
Result
- 8% increase in prescriber adoption within 12 months, exceeding launch targets
- Efficiency Gains: 15% reduction in media waste and 20% faster market penetration via AI-driven targeting.
- Scalability: Modular strategy enabled seamless expansion into adjacent markets, with a 30% shorter adaptation cycle for new regions.
- HCP Satisfaction: 25% improvement in engagement scores due to personalized Omnichannel experiences.
Key takeaways
·The success hinged on aligning AI insights with Omnichannel execution while fostering organizational agility. By integrating predictive analytics, dynamic channel optimization, and talent development, the client transformed its commercialization process into a scalable, cost-effective engine for growth.
