Pinsonault Associates Builds Customer Relationship Management System to Provide Maximum Business Leverage of Highly Anticipated Biopharmaceutical
- The Challenge
With the much anticipated launch of a biopharmaceutical that would receive preferential formulary status, a major biotechnology firm required guidance to maximize their product’s potential in the Managed Markets arena.
- The Focus
Pinsonault Associates devised a tailored approach, using Today’s Accounts, which provided the firm’s account management team with the tools necessary to leverage their pull-through opportunities. Some of the tools that were an integral part of the customized Today’s Accounts system included:
- In-depth market analysis. Account Managers were able to easily and efficiently analyze formulary data necessary to identify specific business opportunities and develop highly effective pull-through strategies.
- Integrated data. Account Managers used Today’s Accounts to link formulary status and market penetration. This integration assisted in the targeting of high prescribers by specific Managed Markets accounts.
- Formulary sell sheets. Today’s Accounts allowed for the creation of formulary sell sheets that incorporated specific plan data that could be used by the field sales force. These sell sheets provided quick access to formulary information that physicians require, such as tier status, co-pays and restrictions.
- The Outcome
The Today’s Accounts suite of tools provided key information that supported the account management team’s efforts in targeting and prioritizing sales activity to maximize early adoption. Additionally, advanced features promoted optimal communication between the account management team and the field sales force which resulted in accelerated pull-through at the physician level.