Case: Pharma Company is facing stagnation in growth of it’s brand A1 & interested in developing customer life cycle management strategies to improve growth

1. Problem Statement Worksheet
Constraints within Solution Space
• Campaign Data is not available
Company is experiencing a stagnation in profitability of it’s brand A1 & interested in
developing customer lifecycle management strategies that would improve the growth
& profitability
Context
• The company’s Product A1 (200 cr) is experiencing stagnation in
GROWTH & profitability.
• A1 is an old brand & other firms have same offering
• Company has 5 brands to offer to their customers in same segment
• The company is looking for support and guidance from ABC on
improving A1’s growth and increase profitability
Stakeholders
• Company
• Prescribers
Criteria for Success
• Actionable Insights
• Recommendations of Industry Best Practices
Key Sources of Insight
• Data provided by Company
• Interviews held with the Stakeholders
• Insights based on primary & secondary research
Scope of Solution Space
• In scope: Increase revenue from various components, Optimizing
acquisition cost and campaign cost
• Out of Scope : New product launch

2. How can Company increase
profitability on A1?
Increase
Revenue
Decrease Cost
Increase no of
Customers
Reduce Cost of Capital
Minimize wastages
Operational cost
Other cost
Increase
Revenue per
Customer
Open Market
Acquisition
Within existing customers
using other products of
Company– develop cross
sell model
Company advocates
Loyalist
On & Off Rxer
More than 2 brands
2 Brands
1 Brand
Brand advocates
Loyalist
On & Off Rxer
N KOL, Can change Rx
behavior at each level of
customer
R KOL, Can change Rx
behavior of fellow juniors
Can not change Rx
behaviour Can be converted easily to
Brand advocates (N & R
KOLs (within 1 quarter)
Can be converted to
Brand advocates (N & R
KOLs over a period of 1 yr
& have huge Rx potential
Need not to be focused
right now as Rx potential is
low

3. Company can focus on these segments as
A. Already company has equity with these customers
B. Easy to convert to the next level of customer life cycle
C. Less cost of promotion
D. No customer acquisition cost
(ASSUMPTION: CUSTOMERS OVERLAP IN THE SEGMENT)
CONSOLIDATE
PRESCRIBERS
ADVOCATES
(Utilize to...)
Increase no. of
brand advocates
Increase loyalists
Develop late
adopters
Loyalists
Develop as
Advocates
Increase Usage