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CASE STUDIES > A FORTUNE 50 PHARMACEUTICAL FIRM

Leveraging our collective knowledge, we collaborated with our client partner to produce a winning performance without cannibalizing other products.

Challenge:
A Fortune 50 Pharmaceutical firm was in the process of launching a new drug that competed with one of their first-generation blockbuster products. The challenge posed to Madison was to create a sales incentive program which focused on increasing share of the new drug while maintaining overall portfolio growth for this class of drugs.

Our Response:
Madison launched a customized sales incentive program designed to grow sales of a new drug without cannibalizing sales of the firm’s first generation drug. Rules rewarded overall portfolio growth, as well as market share growth of the new drug.

THE CUSTOMIZED PROGRAM INCLUDED

	Multi-variable rule structure to track independent progress of overall market share of two products as well as growth of one specific product
	Interactive monthly games of chance to drive on-the-spot recognition activity and motivate the sales representatives to keep working on their combined goals
	Sortable and filterable reports by district and region to allow key stakeholders the ability to view the results in real-time
	Pop-up explanations of growth detail and applicability of rules

RESULTS

In its first year on the market, the firm’s sales representatives pushed this new drug up to a 16% market share, while increasing their share of the overall medication market from 35% to 45%. The games-of-chance promotion allowed the firm to use discretionary budget dollars to reward on-the-spot for tangible results, delivering additional incentive for reps to keep working toward their goals.