Zuellig Pharma helps Pfizer rejuvenate mature brands
One of the greatest challenges in marketing is the revitalization of mature brands. This is particularly true in the pharmaceuticals industry, where most prescription products have a recognized lifecycle that can often be brought to a premature close when newer, better or cheaper alternatives appear on the market.
When faced with just such a situation in 2015, industry giant Pfizer called upon the experience and expertise of regional specialists Zuellig Pharma to breathe new life into the mature brands whose sales on the Philippines ethical pharmaceutical market were showing signs of decline.
Zuellig Pharma’s commercial solutions team successfully
- mapped out the patient journey
- developed impactful marketing strategies and programs to target patients at each part of this journey
- instituted efficient key account management by reviewing customer segmentation criteria for each key account type, and
- implemented sales force effectiveness (SFE) metrics such as doctor reach, call volume, call concentration and additional certification of selling skills for all medical representatives.
The team’s integrated efforts enabled it to initiate marketing programs that targeted prescribing physicians, patients and sales channels in a concerted manner.
As a result, they successfully reversed negative sales trends in the third and fourth quarter, achieving strong double digit year-on-year growth rates.
The partnership with Pfizer demonstrates Zuellig Pharma's commitment to excellence as well as our inherent ability to work in an integrated fashion across channels to effectively reach both doctors and patients.