While a US-based pharmaceutical company was awaiting FDA approval of its specialty oncology product, the brand team questioned the planned timing of the launch: due to budget constraints, it was slated for six months after approval. The team wanted to know how the delay would affect future sales, and whether it would negatively impact investor expectations or have any other non-financial implications.

In a case study, David Jones, principal, IMS Management Consulting, describes how IMS used elements of the IMS Promo.360™ suite of offerings – including IMS Promo.Cast™ and IMS Promo.Mix™ – to determine the optimal timing for the launch and the best promotional mix for the new product. The IMS conclusions: Delaying the launch by six months could cut the potential revenue by as much as 50 percent, and cast doubt on the pharma company’s commitment to the therapeutic class, as well as to the patients who need that therapy. The IMS analysis recommended a different promotional mix – one that reduced the emphasis on detailing and increased spending on meetings/events and journal advertising. The predicted result of following IMS’s advice: a 13 percent increase in sales.

For more information on how the IMS Promo.360™ suite of offerings is making a mark on the pharma industry, click here.