Building and empowering a sales force to renew active promotion and expand market share in Europe

The Challenge

• Our client had an old product – an injectable nonsteroidal analgesic for postoperative pain management – with a small market share.
• Based on increased sales figures in other regions, a pilot renewal of active promotion was planned in key European markets.
• The challenge was to recruit and train an Ashfield sales force, and provide them with effective training and impactful sales tools.
• Due to the pilot nature of the project, rapid delivery of training and sales tools was crucial to success.

The Approach

Ashfield Health and Ashfield Engage collaborated to:

• Recruit experienced, dedicated sales teams in target markets.
• Update a series of training modules to give sales reps a comprehensive understanding of the therapy area and product.
• Deliver interactive face-to-face training to reinforce selling skills via tailored role play and objection handling activities.
• Deliver an easy-to-navigate digital sales aid for reps to tailor their e-detailing to different surgical specialties and selling situations.
• Develop a range of rep-triggered emails and printed leave pieces, including a practical prescribing guide, to support reps in effectively addressing different customer needs and interests.

The Results

• Confident, knowledgeable and motivated sales team consistently communicating key product features and benefits to customers.
• Feedback from sales reps that customers are engaged and interested in the product.
• Increased number of medical information requests and a 10% increase in sales during the first 4 months of active promotion.