Product Lifecycle

Situation: An international pharmaceutical company plans to withdraw a pharmaceutical for  In-vitro-fertilization from a sales force meeting. Marketing and the complete distribution are to be taken over by an external service provider. With about 14,000 sold units and a turnover of about 2 million EUR the product has a market share of about 50 per cent. USPs are the application form and the top-competence of the company in this application sector.  
Challenge: A new priority of meetings demands a reallocation of the sales force. Consequently there is no more distribution capacity for an established product. In order to stabilise the prescription level it is decided to initiate a multi-media campaign model with an experienced pharmaceuticals service provider, using all communication channels such as the sales force, telephone, mailing and email. Physicians with potential are to be frequently contacted to prevent a product change. Medium range target of this cost-optimised marketing campaign is to increase the turnover in the following years. 
Solution: MEDITEL developed an individual model after a detailed briefing and a market analysis. The communication strategy of "maintaining a high profile and strengthening a position" has been coordinated with the customer. The product message supports concepts previously used whereas marketing materials are adapted to the new channel and action selection. For each targeted physician there exists a single service concept with the integrated elements including personal visits, phone calls, samples and mailings. Analysis instruments for efficiency control are immediately implemented. Reporting at regular intervals facilitates continual optimisation on the basis of individual and market reactions. 
Result: The established product continued to contribute to the value of the business unit as a result of using the cost-optimised tool of physician care. Image and high profile are maintained and support the positive perception of the company by the physicians. The new marketing strategy can be implemented with the existing sales force.