Industry

Healthcare & Life Sciences

Company Profile

  • Multinational pharmaceutical company
  • ~$50bn annual sales
  • Broad pipeline across many disease areas

Situation and Objectives

  • Blockbuster drug has enjoyed clinical and financial success since launch
  • Drug is facing entrenched competitors as the market landscape rapidly changes
  • Drug must also compete with a new wave of treatments, endangering its market position

Approach

  • Conducted benchmarking to evaluate the sales force’s organizational structure and its performance against competitors
  • Prioritized customer-specific territories based on customer-level segmentation, minimizing disruption while maximizing broader market coverage
  • Optimized roles and responsibilities for greater indication focus and deeper customer relationships

Results

  • Optimally sized sales force and refined territory design
  • Redefined sales strategy for broader market coverage
  • Refined roles and responsibilities for greater indication focus and deeper customer relationships

Impact

  • Refined sales strategy put drug on track to exceed annual sales targets by ~5%