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Injecting new sales growth into a pharma product under pressure

A multinational pharmaceutical company had successfully marketed its injectable drug used to treat bacterial infections (cephalosporin) in Vietnam. Efforts by its own sales and marketing team have led to slow but steady growth year-on-year. 

In 2012, the company decided to concentrate on its core products and outsource the marketing, sales, distribution and logistics of the mature injectable cephalosporin product to DKSH in Vietnam. DKSH was faced by a market under pressure: tender management regulations to be implemented in 2013 would soon favor cheaper generic and locally manufactured alternatives.

Approach
Building on their entrepreneurial spirit, DKSH’s experts drafted a comprehensive growth strategy that combined effective distribution with targeted activation. The team increased the product’s availability through distribution to outlets that were previously uncovered by the client and by intensive detailing to targeted doctors.
 
In parallel, the marketing and sales specialists implemented a comprehensive medical education program for prescribers, including a range of attractive sales materials, increased doctors’ visits and organization of conferences on the correct treatment of the disease. The team also effectively handled the tender management process to ensure a high success rate for hospital tender listings.
 
Results
The introduction of the new tender management regulations resulted in the overall value of the injectable cephalosporin market drop significantly. The brand managed by DKSH however saw an average annual growth of more than 50%. Coming from single digit growth in a market that favors cheaper options, this is an extraordinary achievement. The client further benefits from working with DKSH by being able to focus its resources on other strategic products.