Leading Biotherapy Company Defies Competitive Pressure, Nearly Triples Growth Rate
WHAT WE DO
Inside Sales
Targeted Dormant Account Engagement
Dedicated Account Support
INDUSTRY
Healthcare
RESULTS
Doubled Market Share in 5 Years
~3X YoY Growth Rate
Fastest-Growing IVIG Therapy in the Market
Competitive Pressures Threaten Treatment Distribution
[SITUATION]
A global biotherapeutics leader faced mounting competitive pressure in the intravenous immunoglobulin (IVIG) market as lower-priced alternatives started to gain traction. While their therapy had strong clinical efficacy and an established hospital presence, adoption by independent infusion centers—which represented significant treatment access and growth opportunities—lagged.
Our client’s previous engagement models focused primarily on hospitals, leaving these tail account infusion centers (many of which had existing group purchasing organization (GPO) contracts with established price discounts) largely untapped. In a crowded marketplace—where awareness of infusion centers’ pricing directly influenced purchasing behavior—our client needed a scalable way to attract new or re-engage contracted infusion centers, improve visibility into discounted pricing, and defend its market share.
A previous MarketSource partner, the client came to us to design a targeted go-to-market strategy for re-engaging this critical channel.
CHALLENGES
Intensifying competition
Untapped GPO contract discounts
Limited access to decision-makers
Doubled
market share in less than 5 years.
KEYS TO SUCCESS
Targeted customer engagement
Secured buying group consensus
Deep healthcare industry expertise
Targeted Infusion Center Engagement Boosts IVIG Therapy Access
[SOLUTION]
MarketSource launched a focused inside sales program designed to complement the client’s internal field team’s efforts, while expanding its reach into tail accounts—independent infusion centers.
Targeting those infusion centers with existing GPO contracts, our team engaged key influencers in the buying group to create awareness of the discounts available to them through their current contracts. These education-oriented conversations prompted the infusion centers to increase usage of our client’s therapy, triggering an increase in prescriptions.
Beyond buyers, our team also engaged key influencers in therapy administration, such as patient coordinators and nursing staff, to reinforce product education, emphasize continuity of care, and foster confidence in the client’s therapy.
MarketSource’s specialized healthcare sales teams applied their deep industry knowledge to position our client as both a clinically trusted and economically sound choice, translating relationships into real-world purchasing power.
Real-World Results
Doubled Market Share in 5 Years
~3X YOY Growth Rate
Fastest-Growing IVIG Therapy in the Market
Our targeted outreach delivered meaningful gains in infusion center access to our client’s therapy, tail account revenue expansion, and market share. Within the first 6 months of the program, engaged accounts grew at nearly three times the rate of non-engaged accounts year-over-year.
Most notably, the client’s market share more than doubled in less than 5 years, growing treatment demand from 13% to 27%, establishing it as the fastest-growing IVIG therapy in the market.