$105M revenue growth opportunity
Created physician personas
Prioritized by prescription volume
Recommended optimized strategies
The challenge
Strategic response to declining sales in a flagship drug
A leading pharmaceutical company was grappling with a significant decline in the sales volume of its flagship drug, which normally generates over $5 billion in annual sales. The company identified that fewer than 30% of physicians were responsible for a substantial loss of approximately $400 million in prescription sales. In response, the company aimed to predict which physicians were most likely to continue declining their prescription behavior and proactively engage with them to boost sales.
Key challenges
Identifying at-risk physicians
Predicting future prescription trends
Engaging physicians to reverse decline
Efficiently allocating resources
The solution
Reviving prescription behavior
Identifying key drivers
Defined decline drivers
Prioritized physicians
Segmented for actions
Predicting prescription decline
Developed predictive models
Analyzed data
Identified behavior nudges and triggers
Implementation approach
1
Data analysis
Evaluated key data
Focused on calls and impressions
Identified 1,800+ features
2
Model development
Applied ML & regression
Validated decline hypotheses
Identified prescribing drivers
3
Targeted engagement
Prioritized high-risk physicians
Tailored marketing strategies
Measured impact
The impact
Transforming sales strategy to recover $105 million in revenue
Revenue opportunity
Identified 1,300+ at-risk physicians
$105M revenue potential
Targeted sales recovery
Segmentation strategy
Created physician personas
Prioritized volume
Improved targeting
Recommendations
Engaged stakeholders
Customized messaging
Enhanced co-pay distribution
Looking ahead
Ongoing monitoring
Track physician behavior to proactively address further declines
Scaling targeted campaigns
Expand successful interventions across additional regions
Continuous optimization
Refine machine learning models for sustained growth and impact
