Situation: Despite two years of effort, the company's in-house trade relations sales force was only able to secure a 3% share of the market. They had neither the clout nor the relationships necessary to compete against a much larger manufacturer.
Challenge: Convince the market to switch from a well - known product manufactured by a large company to an unknown product marketed by a little-known company.
Granard Solution: An incentive program to promote product usage was developed – starting with a buy-in and sell-out program at the wholesalers. A more competitive pricing strategy was executed; a wholesaler partner program was created to distribute promotional materials to more than 20,000 retailers; finally, pharmacists were visited by physician-detailing reps that provided wholesale item numbers for fast and convenient ordering.
Performance Results: Within 12 months, Granard grew WCC’s market share from 3% to 52% – unseating the market leader and establishing our client’s product as the #1 selling dedicated emergency contraceptive. The one - year program cost a fraction of what it would have cost doing the same activities in-house.
