Business Case

A specialty pharmaceutical company found sales were significantly below expectations within six months of launch. The marketing team had changed strategies a number of times in less than one year, there was significant turnover in the sales team, and the sales leadership and marketing leadership were not in agreement on best path forward.

Actions

Beacon Consulting Group first assessed the marketing strategy and worked with the marketing team to refine that strategy based upon input from the sales team, feedback from key opinion leaders, and market research. Once this strategy was clear, it became apparent that the sales team was delivering inconsistent messages that did not support the strategy, to targets that were not optimal in delivering results on that strategy. Beacon Consulting Group worked with the head of marketing and the head of commercial to understand the metrics that needed to be tracked to understand if the strategy was being implemented or not, and how to interpret the results the company was seeing.

Outcome