Indegene ran a white-space non-personal promotion programme to defend a brand approaching loss of exclusivity in uncovered territories.
Reduced field coverage left many HCPs untouched and territory vacancies saw a 35% share decline. BioPharm Communications segmented 15,000 HCPs across 15 territories into three cohorts from 24 months of prescribing and digital affinity data and ran 15 personalised journeys adjusted on prescription signals. The page reports 4.7-7:1 ROI, a $2.4M campaign return on a $597K investment, and 3,335 incremental scripts against controls.
Indegene is a healthcare commercialization and technology services firm, used by pharma for AI-assisted content and campaign creation, omnichannel HCP engagement and commercial analytics
This sits in the Scale & Govern stage of the AI use-case lifecycle: Named examples from the tools pharma teams use to monitor, govern and keep validating an AI system once it is already live in production.
Published by Indegene on its own site — read the original case study on insights.indegene.com ↗
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