Our client – a mid-sized pharmaceutical company – had identified that sales were consistently falling short of targets in several strategic Disease Areas (DAs) in an EU5 market. Recognizing the critical importance of these DAs for their overall business success, they commissioned Trilations to investigate the root causes and co-create an action plan to bring sales performance back on track. Our mission was clear: uncover the key drivers of Rx in these DAs and develop targeted strategies to close any competitive gaps in these high-priority areas.

Leveraging our ‘Competitive Leadership’ program, we identified that Rx in all of those DAs was primarily driven by aspects ‘beyond the brand’. Furthermore, we noticed that our client was lagging its strategic competitors on various aspects related to field force engagement frequency and responsiveness, but also on needs-based HCP support. 

To rectify this situation, the client invested in a robust team of full-time trainers dedicated to upskilling their sales representatives. This training was comprehensive, focusing on both quantity and quality—from retention and motivation to competency development and time optimization. These efforts ensured that the sales reps were not only more present but also better equipped to meet HCPs' expectations.

The results speak for themselves. Over time, the client’s position improved from lagging to being on par with its strategic competitors on those critical aspects. Furthermore, this transformation was clearly reflected in the client's growing IMS share, with steady growth over consecutive quarters.

Through strategic insights, focused actions, and dedicated training, our Competitive Leadership program enabled this client to close a crucial competitive gap. This success case underscores the power of focused strategy and the profound impact it can have on market positioning in a competitive landscape.