Multiple Brand Model with Accelerated Growth
How can value demonstration play an important role in pharma market access
Background
Consumer health entity with multiple OTC brands sought to mirror success achieved by D2 on larger brands across many additional products that were smaller in sales yet had potential for clinical application and growth in hospitals, clinics, long term care.
Results
D2 developed an entirely unique offering to GPOs that is new in the industry. Combining the goals of both the OTC client and the GPO, D2 implemented a multiple-brand contract to enable engagement with all GPOs. Education and pull-through efforts were similarly combined offering manufacturer advantages to cost while providing extensive market reach which was previously unattainable. This resulted in significant GPO and formulary additions, and growth in the targeted classes of trade for combined ten OTC brands of 20% in the first year.
Development and implementation of standardized contract templates enables ongoing engagement of additional and multiple OTC brands with the capability to deliver GPO contracts and marketing share of voice. This newly established shared service model directly offers opportunity to aggregate smaller OTC companies to demonstrate significant market penetration and growth in a shorter time frame.
