Client
Bindley Western (BWI) was a leading Midwest drug wholesaler based in Indianapolis, Indiana.
Challenge
Bindley Western needed a comprehensive asthma training and business development program for pharmacy and home medical equipment provider customers. Asthma is the second ranked chronic disease behind diabetes. Bindley's customers needed to take an assertive position with providing revenue-generating services in the midst of continued declining prescription-dispensing reimbursement.
Solution
Analysis
- Polled associations, regulatory agencies, manufacturers, asthma protocol trainers and competitors
- Market analysis of asthma disease management developments and training for pharmacies and HME providers
- Customer evaluation of program requirements, outcomes and patient needs
Strategy
- Directed strategy definition and structured asthma disease management program for manufacturers, wholesalers and retailers.
- Created unique logo and branding implementation, defined CEU training, developed innovative marketing and trainer/patient training tools. Integrated promotional materials and communication strategy.
- Defined promotional and public relations strategy to launch new program.
Implementation
- Defined project specifications and budget.
- Managed subcontractors including Purdue School of Pharmacy, content providers, clinical input, designers, and internal staff, along with launch requirements.
- Developed the most comprehensive asthma disease management training and marketing program for pharmacies.
Measurement
- Bindley Western trained over 60 pharmacists, home health care providers and respiratory therapists in pilot program.
- Achieved national industry recognition for a leading program and national industry press coverage.
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