Boost HCP engagement & Rx growth with Access Genius
Pharma sales representatives who use Access Genius Messaging experience the value of using HCP-specific market access messages almost immediately. The proof is found time and time again when our customers evaluate the ROI of Access Genius for their brands.
Take a look at how three such customers put Access Genius to the test and how their brands and representatives fared when they had Access Genius in their corner.
Major brand experienced double-digit Rx growth over 12 months
In 2017, an international pharmaceutical company evaluated Access Genius tools in a pilot project for one of its major brands. When sales representatives who weren’t part of the pilot heard about it, they wanted in too, and the company escalated the pilot to full deployment ahead of schedule. The imminent impact of the tool was clear before the trial was over, and soon all representatives for the company’s largest brands were using Access Genius on all HCP office calls.
This initial pilot and control groups grew into a comprehensive test involving 14,000 HCPs across the U.S. Half used Access Genius, while a control group relied on traditional resources, or no access messaging tools. For the pilot, the study controlled for bias and accounted for variables such as starting market share for each HCP, volume of prescriptions, number of details, favorable access, geography and specialty. The study lasted a full year to assess long-term impact.
The return on investment was strong. By the end of the 12-month study period, HCPs who had received Access Genius messages had increased total prescriptions by 31% compared to 15% for the control group HCPs. This differential outcome was clear almost immediately and widened over time with the Access Genius HCPs up 12% at the six-month mark compared to only 3% for the control group HCPs. The final analysis demonstrated HCPs receiving Access Genius messaging more than doubled total prescription gains over the control group at every 3-month interval.
An international pharmaceutical company conducted a year-long study to assess the ROI of Access Genius. One result: HCPs who received Access Genius messaging more than doubled total prescription gains over the control group at every 3-month interval.
The study also emphasized acute HCP engagement benefits of Access Genius:
- Increased duration of sales representatives’ time with HCPs
- Increased use of digital sales aid by sales representatives using Access Genius tools
Just-launched HIV product boosted Rx growth and market share with Access Genius
In 2019, the initial marketing for a new HIV treatment included a study involving 5,742 HCPs. Half of them received Access Genius messaging that was specific to their patient populations, while the other half received no access messaging.
The study found that HCPs receiving cost and coverage messaging from Access Genius wrote 93% more prescriptions than HCPs not receiving that messaging. It became clear that including relevant access messaging went a long way to support HCP engagement.
HCPs receiving cost and coverage messaging from Access Genius wrote 93% more prescriptions than HCPs not receiving that messaging.
The study also found that among HCPs who received at least three Access Genius messages, the brand gained 34% more market share versus HCPs with fewer messages. Similar to what we know with clinical safety and efficacy messaging, targeted repetition yields better outcomes.
Among HCPs whose patients had the fewest access restrictions to the drug, market share jumped by 183%. This underscores that HCPs with better access will benefit from messaging that reinforces the brand’s favorable access landscape.
Access Genius tripled digital engagement in Doximity study
In addition to its demonstrated success in face-to-face sales meetings, Access Genius personalized messaging has also proven effective in nonpersonal promotions (NPP).
During the first quarter of 2020, an international healthcare company focusing on chronic diseases used Access Genius in an advertising campaign on Doximity, the social media platform used by more than 90% of HCPs. Partnering with Access Genius, the client was able to send personalized market access messaging to individual HCPs within its Doximity DoxFormulary news feeds.
As a result, the rate of HCP engagement (defined as click-through) more than tripled. Each HCP saw not just their name on the DoxFormulary tool, but also the proven Access Genius message showing the percentage of their own patient population who would have unrestricted access to the company’s brand along with the top unrestricted payers for their patients.
During the first quarter of 2020, an international healthcare company focusing on chronic diseases used Access Genius in an advertising campaign on Doximity. As a result, rates of HCP engagement more than tripled.
Omnichannel delivery for optimum HCP engagement
In addition to interactive visual aids used in office, you can deliver Access Genius messaging through a variety of personal and nonpersonal channels, including:
- Print-on-demand sell sheets: Sales representatives preparing to visit HCPs can generate leave-behind sell sheets personalized for each HCP’s practice. These include the HCP’s name and the optimal market access messaging for that HCP.
- Follow-up approved emails: After an office visit, a representative can use the Access Genius Messaging tool to generate customized reports that follow up on questions the HCP may have raised during the call. Access Genius integrates with Veeva to expedite approved emails.
- Personalized e-detailing: The leave-behind sales collateral can include a URL where the HCP can explore the data on their own time. With Access Genius, you can enable HCPs to log into your e-detailing site and see all of the practice-specific details that a sales representative might have shown on an iPad during an office visit.
Start realizing Access Genius-level ROI
Brand and access marketers working to grow market share and empower representatives to get more wins need tools and a team that can measurably demonstrate a strong ROI. Access Genius offers both.
What could HCP-specific access messaging do for your brand? Explore what makes Access Genius Messaging different from a traditional formulary tool.
