
Pharma Company Sees $50M In Incremental Sales Growth
By combining data and behavioral science, we helped a major pharmaceutical company increase the effectiveness of their incentive program.

The Challenge
A major pharmaceutical company already knew the impact an effective loyalty strategy could have on their business. They used a tiered rebate program to recognize physician partners selling their products and increase pharmaceutical sales. But strict regulations on incentives in the healthcare industry made it challenging to motivate and reward physician partners.
They knew that if they wanted to increase program effectiveness to drive participation and boost ROI, they’d need to get creative. How could we drive program sales and participation within a strict regulatory environment? As leaders in loyalty and behavioral science, we helped them rethink their strategy.

The Insight
Our experts combined data and behavioral science with design thinking to re-imagine loyalty through the lens of participants. We gathered and analyzed data on program members and pharmaceutical products, but we saw beyond the data.
We found program potential through perspective-taking. With a focus on program improvement, we hosted a two-day interactive Persuasive Design Lab designed to better understand physician partners and identify key motivators.
We discovered physician partners are highly motivated by scarcity and social status. By adding bonus rebates, an elite Top 50 tier and a leaderboard to the company’s loyalty strategy, we could drive program participation by appealing to the physician’s sense of urgency and competitive nature.
With a better understanding of their partners, our client could optimize the value of existing rebates without violating regulations.
Behavioral Science Principles Applied

The Results
These new program elements proved that understanding participants is profitable. We discovered creative tactics that helped our client to not only increase sales growth and meet their ROI goal – we helped them surpass it.
Instead of providing a quick fix for the pharmaceutical company’s challenge, we designed an innovative strategy that combined data and behavioral science to drive profitable participant behavior.
We’re All About Making New Connections.
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