Case Study #4 | Ivy Tree Advisors

Project Management: Driving Multiple Sclerosis Therapy Launch with Multi-Channel Marketing and Analytics

Accelerating Patient Access: Revolutionizing Multiple Sclerosis Treatment Launch through Multi-Channel Marketing

Objective: To manage and streamline the launch of a Multiple Sclerosis treatment by coordinating CRM implementation, marketing strategies, vendor management, sales support, and analytics integration, aiming for rapid patient onboarding and market penetration.
Activities and Deliverables:
- Established a Project Management function to oversee 44 marketing tactics across digital and print, integrating efforts from multiple agency vendors for coherent delivery.
- Facilitated the creation of a customized CRM system across marketing, medical, and support departments to ensure a successful launch, coupled with the implementation of field sales analytics for enhanced revenue recognition and operational efficiency.
- Developed and executed a launch simulation for effective pre-launch and post-launch management, significantly reducing patient start times and enabling detailed executive analytics reporting for quick resolution of sales roadblocks.

The client, a Global Pharmaceutical Company focusing on Multiple Sclerosis, required comprehensive management for the implementation of a CRM system, multiple marketing deliverables, vendor coordination, sales support team establishment, and launch preparations.
Faced with the challenge of overseeing 44 marketing tactics and deliverables across digital and print mediums from multiple agency vendors.
Needed to establish a unified CRM across marketing, medical, and support departments to ensure a successful product launch, alongside implementing field sales analytics and launch readiness simulations.

To build out a Project Management function capable of overseeing the multitude of marketing tactics and ensuring coherent delivery from various agency vendors.
Facilitate the creation of a customized CRM that integrates marketing, medical, and support operations, while also setting up field sales analytics for better revenue recognition and operations management.
Create a launch simulation to effectively manage pre-launch and post-launch activities, ensuring rapid scale-up and integration of new clients.

Developed a Project Management infrastructure to coordinate and streamline 44 marketing tactics, handling both digital and print deliverables across multiple agency vendors.
Implemented a customized CRM system to facilitate seamless integration across marketing, medical, and support departments, enhancing the launch process.
Established field sales analytics and a launch readiness simulation to enable rapid client onboarding, effective usage tracking, and revenue recognition.

Achieved a dramatic reduction in patient onboarding time, decreasing from months to weeks, effectively preventing significant revenue loss due to delayed treatment starts.
Implemented advanced analytics for executive reporting, enabling swift identification and resolution of sales challenges, thereby optimizing launch efficiency and market penetration.
Successfully managed pre-launch and post-launch activities through a detailed launch simulation, ensuring rapid scalability and seamless integration of new clients, enhancing overall launch success.

Established the client as a leader in innovative launch strategies within the Multiple Sclerosis therapeutic area, showcasing an ability to rapidly adapt and scale in a complex market environment.
Enhanced cross-functional integration and operational efficiency through the implementation of customized CRM and analytics, setting a new standard for launch readiness and multi-channel marketing.
Demonstrated a successful model of project management and multi-channel marketing that could be replicated across other brands and therapeutic areas, fostering a culture of excellence and innovation in pharmaceutical marketing and sales support.