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Pharmaceutical company revamps marketing strategy for slow-starting new drug.
A Fortune 50 drug company was mystified that doctors were reluctant to
prescribe a new product that was clearly a long-awaited medical
breakthrough.
Because Resonance technology enables us to study a problem in depth,
without having to commit to an initial hypothesis about what is wrong,
we discovered that the switch to the new drug created problems for the
doctors in the ways they ran their offices and the ways they thought of
themselves when they treated this particular disorder.
Although the new medicine was clearly better, the doctors were anxious about the transition.
Using the data gathered by Resonance, Marketing addressed the problems
and sales took off through the roof starting in the following quarter.
 This
is a case where Resonance uncovered vital unsuspected information, but
it is also an example of a case where our ability to analyze the data
and suggest solutions to the problem were important as well.
In addition to solving the problem, Resonance created an ancillary
benefit: the drug company's sales force reported that the MDs they
dealt with were glad to see them and spent more time with them because
"you ask really interesting questions that nobody asked me before." |
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