Launching a Regional Marketing Team by Leveraging Predictive Analytics

BACKGROUND

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Situation

Highly successful oncology drug in a competitive market looking to grow market share

Upcoming launch of new customer-facing team who will be accountable for thought leader engagement

Needed to identify thought leaders who strike a balance with respect to clinical, academic, and industry leadership

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Challenges

Ensuring stakeholders within the company were aligned on vision for the new team

Differentiating the team from other thought-leader facing contacts (sales reps, account managers, etc)

Identifying the right mix of thought leaders to optimize commercial needs

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Questions

Who are the clinical and academic leaders and how are they connected to other HCPs?

Who are the thought leaders that should be prioritized for engagement?

How do we structure the new team so that it benefits both the customers and the company?

Approach

Analyze Assess Action
KEY BUSINESS QUESTION Who are the clinical and academic leaders, and how are they connected to other HCPs? Who are the thought leaders that should be prioritized for engagement? How do we structure the new team so that it benefits both the customers and the company?
81qd APPROACH Conducted Acuity and Plexus analytics to identify academic and clinical leaders and their respective networks Integrated Acuity and Plexus academic and clinical analyses to create diverse list of thought leaders with singular view
Identified weighted and normalized scale of academic, clinical, and industry engagement to create thought leader score of 1-1000
Worked with regional marketing leads to select thought leaders from a ranked list
Captured detailed profiles of thought leaders in Acuity stakeholder management system to support focused engagement
Created actionable recommendations for team based on strategic imperatives and stakeholder interviews

Developed a concise “walking deck” to clearly present the role to internal stakeholders

Outcome

Built and Launched Team

  • Identified, selected, and profiled 120 thought leaders with diverse academic, clinical, and industry experience
  • Educated internal stakeholders on regional market team’s strategy, ensuring a smooth launch for the team
  • Significantly increased engagement and advocacy from thought leaders