Successfully Transitioning From Field Force to Digital Marketing by CMK SELECT CMK SELECT CMK SELECT
CMK SELECT CMK SELECT CMK SELECT
The Challenge A brand team had to develop a marketing plan leading up to a product’s loss of exclusivity. Most of the brand team and field force were disbanded and the marketing budget for the brand was significantly decreased. How would the team maintain prescribing activity and their brand presence with HCPs and patients? The
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Successfully Transitioning From Field Force to Digital Marketing

by CMK SELECT / /

The Challenge

A brand team had to develop a marketing plan leading up to a product’s loss of exclusivity. Most of the brand team and field force were disbanded and the marketing budget for the brand was significantly decreased. How would the team maintain prescribing activity and their brand presence with HCPs and patients?

The Solution

A CMK Project Manager collaborated with the internal stakeholder to review the brand’s marketing materials and determine how to leverage brand messages digitally. Working with external agencies and a limited budget, digital assets were developed and launched via various online platforms (banner ads, email programs) and made available on the brand’s websites.

The Results

The year that Brand X went off patent, its sales trended higher than expected due to having a solid digital marketing plan in place before scheduled generic entry into the market. Several generic companies had unexpected delays in launching their products, which allowed the brand to receive a higher-than-expected level of revenue for that calendar year.

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Successfully Transitioning From Field Force to Digital Marketing

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