GENERICS

Context

A world leader in generics wants to maintain two-figure growth in France.

Challenges

Ensuring product preference and developing the lab’s market share.

OCP CONNECT’s recommendations

• institutional campaign through placement in OCP diaries,
• identification of high-potential targets,
• phoning campaign on the lab’s top 4 priorities :
  • OTC : highlighting the launch of a new product
  • Blockbuster : developing the average basket
  • Exclusivities : developing the number of point of sales
  • Product launch : winning market share

ROI measurement

• OTC : 2 000 pharmacies made aware
• Blockbuster : more than 1 000 orders
• Exclusivities : 19% transformation rate
• Product launch : 5% of pharmacies recruited

Context

A generic manufacturer seeks to develop the synergy between the pharmacy and the prescribing doctor in the promotion of its antacid.

Challenges

Identifying the targets for GP and pharmacist promotion and determining the best actions for reaching them.

OCP CONNECT’s recommendations

• Targeting the pharmacies: identification by datamining of a high-potential pharmacy target in the antacid market.
• Geolocation of GPs situated in the proximity of high-potential pharmacies

Action plans

• Lab's detailing of GPs
• Phoning campaign targeting pharmacies

ROI measurement

• 2 000 pharmacies contacted
• 86% target contact rate
• 17% immediate conversion rate
• 52% order rate

Context

A generic company is preparing to launch a new molecule indicated in the treatment of herpes.

Challenge

Becoming the first generic company listed in pharmacies and thus guaranteeing a maximum market share.

OCP CONNECT’s recommendations

Presence: developing made-to-measure logistics to ensure the shortest delay for in-pharmacy availability – delivery within 12 to 24 hours

ROI measurement

• + 56% OCP sales
• + 5 pts molecule MS vs. laboratory MS

Context

Launch of a large-scale mass media campaign for the brand of generic

Challenge

Ensuring pharmacy involvement and reinforcing the impact of the campaign on the general public

OCP CONNECT’s recommendations

Visibility:

- deployment of a national campaign of mass display on OCP’s health vans
- delivery of PoS displays to the core target

ROI measurement

BVA survey carried out by internet on a sample of 1200 over-18s representative of four population centres where OCP vans are present (Lille / Paris/Marseille/ Lyon). Principle results:

• High OCP vehicle visibility: 57% in Paris / 53% in the rest of France
• High recall score: 54% in Paris / 43% in the rest of France
• 62% in Paris and 70% in the rest of France find that this campaign enhances the image of the product
• 54% in Paris and 52% in the rest of France say that the campaign made them want to ask their pharmacist about the product