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Primary Care sales: bespoke build and deployment
12 Mar 2024 | Words by Star People

The Challenge

A global pharma-leader was looking to maintain and grow sales for a product 13 years into its lifecycle. Having been first in class and a market-leader, the brand had come under threat from competitors, and the launch of new molecules into the disease area was resulting in a decline in sales growth.

The client had commissioned a syndicated team to work alongside their field salesforce but were dissatisfied with the quality and quantity of their sales calls.

The Solution

Star People’s data partner team analysed prescribing and sales growth trends, and segmented the national market by identifying key geographical areas across the UK where there was potential to both protect and grow sales.

A syndicated team of 30 was built and deployed, made up of 80% experienced representatives, 20% graduate representatives and three highly experienced pharma sales managers.

To support the team, bespoke CRM and sales analysis tools were built by the data partner team, aligned to the clients’ reporting needs.

The Impact

Star People delivered over and above on all agreed KPIs, including:

  • Achieving the agreed activity volume and average daily contact rate
  • Attrition rate static at 12% (benchmark 15%)
  • STEM audit outcome 10% above industry average
  • 80% customer calls in CRM in 24 hours (benchmark 60%)
  • STEM audit year one 17% good sell outcomes achieved (benchmark 7%)
  • STEM audit year two 30% good sell outcomes achieved (benchmark 17%)

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