Case Studies

CASE STUDY: Proved DTC Business Case and Expanded Sales

Situation:

A nationally recognized OTC eye drop brand had only been marketed via consumer sampling to eye care
specialists.
Management wanted to test consumer promotion to determine if it could deliver profitable, incremental sales but needed an objective consumer marketer to develop the business case and consumer promotion test.

Solution:

TMS was hired on a project basis. We conducted a rigorous review of the category, created a pro forma feasibility analysis, recommended objectives, strategies and tactics for a national theoretical promotion plan, and translated it into a test plan.
TMS’ proprietary Plan Navigator^SM identified the tactics, timing, vendors, costs and forecasted incremental sales and ROI.
TMS managed the entire test and analysis.

Results:

Incremental sales and ROI from the test proved the business case and client expanded its investment in consumer promotion.
Management retained TMS as the brand’s consumer promotion agency, and exceeded their sales and share goals.

Situation:

An itchy eye drop brand, was likely to receive FDA approval to switch from Rx to OTC.
Management needed to prepare a comprehensive consumer plan so they retained TMS to manage the consumer promotion plan in collaboration with the advertising and PR agencies.

Solution:

The FDA approved the OTC switch.
Management canceled the advertising and PR plans but approved TMS’ recommended consumer promotion plan to introduce the brand as an OTC product.

Results:

Situation:

The client transferred a new Associate Director to manage the consumer marketing for an allergic asthma medication.
The Associate Director needed to start the next year’s planning cycle within weeks, yet quickly discovered the business was in chaos. The brand’s agency was not meeting expectations, programs were not supported by a business case, and there was limited program analysis or understanding of their current strategic and tactical plan or costs.

Solution:

TMS was hired on a project basis to capture all past and current programs, including their fully loaded costs, and to collaborate with marketing Science to create an approved ROI methodology.
We collaborated with all stakeholders including agencies and co-promote partners, to create a complete knowledgebase, supported by rigorous analysis of all past and current programs, and specific recommendations to improve the following year’s plan.
TMS’ Plan Navigator^SM was applied to detail a comprehensive tactical plan with fully loaded costs and ROI by program, and total plan.

Results:

The new consumer marketing plan was informed by a disciplined analysis and accurate cost estimates, resulting in double digit brand growth that exceeded goals.
Management retained TMS to assist Marketing with all key strategic, tactical, operational and financial decisions, and to elevate the team’s performance.
TMS applied the TMS Plan Navigator^SM to maintain a current tactical plan, providing clarity, transparency and accountability for all stakeholders on an on-going basis.
The client recognized TMS as an invaluable business partner and TMS’ Plan Navigator^SM as a Best Practice.
TMS’ best practices helped the brand become a star in one of the top five international pharmaceutical companies.

Situation:

A leading pharmaceutical company’s OTC ophthalmic marketing staff was scaled back, yet the Marketing Director needed a flexible marketing expert to manage the consumer marketing plan with minimal supervision.

Solution:

TMS was retained to manage all consumer promotion plans, execution and analysis.
A TMS Associate worked with the National Sales Manager and other stakeholders to manage all aspects of the consumer plan, including serving as the marketing client to manage the agencies and the liaison to other corporate divisions.

Results:

Sales increased with reduced marketing staff, and the Marketing Director was so pleased with the performance that she wanted to hire the TMS Associate as an employee.