Case Study: A Large Pharmaceutical Company
Sales Incentive Program Shifts Emphasis to Higher Margin Brand.
Situation
This leading pharmaceutical company was facing loss of market share, and was concerned that it would not meet its sales goals by year end. Competing priorities within the organization had resulted in a loss of focus on a waning brand that had significant margins. The Client needed both full-time and part-time reps to increase sales of the brand throughout the second half of the year. They decided to implement an incentive program that would encourage participants to shift emphasis. They turned to Maritz for help in realizing their goal.
Solution
Maritz recommended, and delivered, a static web site for promoting emphasis activity, email blasts to eligible participants, a targeted mix of awards for full-time, and part-time employees, and a simple redemption mechanism. The rules structure stated the company had to hit its overall product goal for anyone to earn. Once that goal was achieved, individuals would have to hit their individual goals for the second half of the year. Then, the top 20% of the participants would earn, assuming they were eligible. Once winners were identified, Maritz sent a congratulatory note and facilitated fulfillment of rewards.
Results
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The solution design increased focus and attention to the brand.
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Nearly 70% of eligible participants earned rewards.
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The company hit its sales goal and second-half results were well above target.
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The company regained all lost market share.
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In the Client’s own words, “This certainly brought focus to the brand and created a buzz.”
For more information, please visit Maritz at www.maritz.com or call (877) 4 MARITZ.
“This certainly brought focus to the brand and created buzz.” -Client Sponsor
