Challenges:

Losing market share of existing product to new competitor.
Lack of account-specific data.
Inability to compare forecast data and brand performance data.

Trinity Impact:

Integrated multiple data sources to provide account-level sales intelligence, contributing to gain in market share.
Designed and deployed specialized analytics for brand team decision-making.
Enabled accurate, reliable, and on-demand analytics to track brand performance against forecast.

Large Pharmaceutical

Outsmarting the Competition

A large pharmaceutical company found one of its most popular cardiovascular (CV) products under siege by a new product entering the market. Unfortunately, the company did not have the integrated channel and account-level data needed to drive sales opportunities or track performance. Marketing knew their brand dominance was at stake, but did not have the clarity of accurate, integrated data to devise a new strategy. Their existing business analytics partnership didn’t know their market, and could not deliver the critical insights. Change was needed. That change was Trinity.

Data in Disarray

The battle for market share happens every day, at every sales call. In order to compete, organizations must focus scarce marketing resources where they can do the most good. Decisions based on accurate, detailed channel and account data need to be shared across the brand enterprise. Unfortunately, this market leader in CV products did not have the data or analytics to help them compete:

Struggled to calculate actual sales by dollar.
Could not integrate channel-level data with account-level information to identify where the competition was winning.
Sales, Marketing, and Forecasting were working from different sets of data, leading to differing or confused priorities.

They knew they needed the next generation of sales insights to power their marketing strategy. They needed domain level expertise combined with the knowledge to integrate disparate data sources to create reliable, complete metrics. They needed a partner who understood their business and could quickly deliver a technology and analytics platform to drive decision-making and help win deals. They needed Trinity.

Data-Driven Strategy

Maintaining market dominance required working smarter across the entire brand. The marketing leadership at this large pharmaceutical selected Trinity Pharma Solutions to provide them with the business data platform and specialized analytics to inform smarter decision-making. From forecasting to marketing programs to sales performance, the team at Trinity applied our CV domain expertise and analytics innovation to meet the challenge. And Trinity delivered:

Integration: Devised algorithms to match channel-level data with account-specific performance to provide a single view of the market for all stakeholders.
Precision: Created a unique pricing analog to accurately determine actual sales by dollar, using average wholesale price (AWP), wholesale acquisition cost (WAC), and list price.
Clarity: Integrated data and detailed analytics accurately identified which channels, geographies, and accounts were experiencing competitive losses.

Results with Impact

Today, after more than 4 years of partnering with Trinity, this large pharmaceutical continues to exert market leadership and now has the metrics to prove it. With the data and analytics to back them up, the team is able to forecast with confidence, market with impact, and respond to shifting market opportunities as they arise.

Excerpt:

A market leader in cardiovascular (CV) products did not have the integrated channel and account-level data needed to compete. They needed a technology and analytics platform to drive decision-making and help win deals.