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Article

The Value of Promoting a Product with a Leaflet Drop

Strong Sales Growth and Healthy Returns on Investment
Aug 03, 2020

Strong Sales Growth and Healthy Returns on Investment

The services of contract sales forces, such as IQVIA’s Contract Sales and Medical Solutions (CSMS) team, can be engaged to promote products at different levels of intensity based on the position of the mention in the sales call. Products promoted at the end of the call, or “Leaflet Drop,” are shared with the physician or pharmacist through a leave-behind brochure. 

Over the years, the Leaflet Drop has proven its value by generating strong sales growth and very healthy returns for the investment. In the right hands and based on selective targeting, such a campaign can be very worthwhile.

As companies prepare their sales plans for Q4, for example the Fall cold and flu season, a Leaflet Drop is worth considering as a powerful, and valuable sales boost. 

IQVIA has a battery of use cases to prove this point, and we’ll share two of them here.

Launching an anti-psoriasis Product

One company engaged IQVIA’s CSMS team to promote its new psoriasis treatment briefly in third position and then for a sustained period in forth position via calls to general practitioners. Meanwhile, the company’s own reps called on specialists. A shared team of 15 IQVIA reps produced impressive results over 24 months. The average prescription volume for GPs called upon by IQVIA is 19.8, compared to 7.5 for those not called upon. (See Figure 1.) Similarly, the GPs that IQVIA called upon were responsible for a 79 percent increase in new patient starts, compared to 56 percent for those not called upon. (See Figure 2.) 

The ROI of the company was substantial, as illustrated by these figures.

Figure 1: Prescription Volume: Called upon vs. Non-Called Upon GPs 

Figure 1 Prescription Volume Called upon vs. Non-Called Upon GPs
The IQVIA Advantage
Our seamless, integrated approach draws on the breadth of IQVIA capabilities to analyze your go-to-market plan to ensure that it is optimized, execute against the plan, and monitor and measure the effort.

Figure 2: New Patient Starts: Called upon vs. Non-Called Upon GPs

Launching a Consumer Health Product

A client launching a line extension for a consumer health product that faced both over-the-counter and prescription competition hired IQVIA to promote its product in fourth position for 14 months. IQVIA called upon GPs while the client’s sales force visited pharmacists. Again, the program’s impact on sales was stunning. Figure 3 shows the global uptake of the IQVIA-promoted product compared to other non-promoted products.

The company’s return on its Leaflet Drop investment was a global uptake of the brand in prescriptions and important impact on free sales. A positive ROI underlines the interesting value of the partnership.

Figure 3: Total Sales Generated by GPs

These are but two of many examples illustrating the power of Leaflet Drop sales efforts conducted by our CSMS team. For more information on how this cost-effective approach might support your brand goals this Fall, contact us.
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