Blog
Portfolio management for established brands
Martin Bate, Head of HCP Engagement, Commercial Engagement Services
May 01, 2024

If you are a pharma company holding a portfolio of mature products and balancing that with future launches (with limited in-house resources), contract sales organizations like IQVIA can take over the commercialization of established brands and promote them on your behalf, ensuring that you maximize that opportunity before the products reach a stage of the lifecycle where promotion typically decline.

An outsourcing partner can also bolster digital and remote promotion as a product nears maturity hence managing cost whilst maintaining commercial value. IQVIA Contract Sales has a long history of supporting the full range of commercial needs and works with customers to understand their portfolio strategy and promotional model (the mix of personal and non-personal channels) and then to engage and deploy that model to optimize sales.

As products near loss of exclusivity (LOE), companies have to make important decisions about future expenditures and how much to focus on those products. Are new products in the pipeline and how will that affect existing products? Is the therapy area still a priority? How do you manage the cost of internal resources? Of outsourced resources? What is the return on investment, and how does that change as the product matures?

As these considerations are processed, it’s not uncommon for the pharma company to choose to simply maintain what they’re doing and slowly downscale promotions as they let a mature product drift beyond the horizon. For those seeking to prolong their return on investment (ROI), however, IQVIA Contract Sales offers real value through our ability to invigorate a mature product. In the later stages of a product’s lifecycle, we deliver the flexibility and agility to help increase use of digital and other channels to reduce costs, all while maintaining current commercial aspects and connectivity with healthcare professionals (HCPs).

IQVIA knows that engagement is primarily a people-based endeavor, but we also leverage all those other digital channels. We can provide the ability to manage the downsizing of personnel and the growth of digital — as well as the middle ground that is a balanced mixture of both. Pharma companies once faced a sharp cliff at LOE, necessitating the removal of in-house sales teams to achieve reduction in expenses. We offer a better path that still supports the journey to slowly downsize resources but offset with increasing use of digital channels. The LOE phase is just as much in need of flexible and agile solutions as any other part of the lifecycle, and IQVIA can bring those abilities to a customer, managing mature products or brands.

Commercializing products in today’s pharmaceutical market can be challenging. IQVIA brings a depth of experience to omnichannel engagement with healthcare professionals, having a long history of delivering new ideas and innovations that help bring products to market and manage the entire lifecycle. Contact us to learn more about how we can help manage the commercialization journey and drive meaningful engagement with your HCPs, personalized to the needs of each individual.

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