From Disconnected to Data-Driven: Targeted Business Intelligence Helps Biopharmaceutical Company Book One Million Flu Vaccine Doses
WHAT WE DO
Inside Sales
Data Analytics
Lead Generation
INDUSTRY
Healthcare | Biopharmaceutical
RESULTS
Nearly 1 million pre-booked vaccine doses
88% closed-won rate
47% conversion rate from detailed accounts
Lack of Customer Data Created Daunting Market
Re-Entry
[SITUATION]
Our client, a global biopharmaceutical company, wanted to re-enter one of the most competitive healthcare markets in the world. After four years of delegating US sales and distribution of its influenza vaccine to a third party, the company made the strategic decision to resume control of its domestic sales force, leaving them with no access to customer data, including purchase history, no reliable sales reporting, and no account-level data to inform its re-entry strategy. With no strategic way to support targeting or outreach, their market re-entry was at risk.
The client engaged MarketSource to regain visibility and control over its customer base, identify potential targets, generate qualified sales opportunities, and re-enter the market strategically and efficiently.
CHALLENGES
Customer data access and control previously held by 3rd-party
Competitive market re-entry
88%
closed-won rate from accounts sourced from the internal data warehouse.
KEYS TO SUCCESS
Robust access to proprietary data
Data-informed target market segmentation
Dedicated inside sales team
Data-Fueled Inside Sales Team Enabled Strategic Market Re-Entry
[SOLUTION]
We built a re-entry strategy upon two pillars: data intelligence and inside sales execution.
We leveraged existing healthcare data from a variety of sources and applied advanced analytics to identify the most valuable target markets and segments, with a focus on pharmacies—a high-value target. This effort resulted in a comprehensive list of target facilities. Of these, we sourced and enriched over 30% directly from our data warehouse, including verified contact details, firmographic profiles, and demographic insights.
These data analytics enabled us to pinpoint the client’s market potential. Aligning with the client’s strategic objectives, we built a targeted call plan designed to ensure full coverage of priority accounts.
Real-World Results
88% Closed-Won Rate
47% conversion rate from detailed accounts
Of the pharmacies we identified, the team activated 44%, detailing the product in 24%. Our team qualified nearly 50% of the target accounts, 75% of which originated from contacts we identified through our data warehouse. Accounts sourced from the internal data warehouse achieved an 88% closed-won rate and accounted for 57% of all open opportunities. Ultimately, the team posted a 47% conversion rate from detailed accounts and successfully pre-booked nearly 1 million doses of the influenza vaccine for the upcoming season.