The client has a blockbuster prescription drug sold and purchased primarily at pharmacies. Most patients are initiated on the drug in a hospital and follow through after discharge. The client executed a price reduction campaign for hospitals and wanted to understand the impact of the same on its sales.
We observed that the units procured by the hospitals were <30% of the units sold through prescriptions written by their af?liated physicians, for almost all contracted hospitals. Hence, to understand the complete impact of the campaign, our analysis was divided into two sections:
Increase the contracted hospitals’ procurement of the drug 12% more than their non-contracted counterparts
Increase market share of the drug in contracted hospitals, by 2% more than non-contracted ones
Infer that there was a need to further sensitize physicians regarding the drug when they observed a lower increase in the indirect impact