The team worked with the client to select 30
drug businesses to target to understand buying
criteria, perception of their company, the role of regulations, new
chemical synthesis development, and the cost of changing
suppliers. The targeted group included
pharmaceutical, generic and contract manufacturers and the
client's products include base chemicals, excipients and active
"pharmaceutical" ingredients.
Purchasing departments of potential customers were confused when
eight different product sales staffers would contact them and were
unable to find resources within their organizations to assist in
technical collaboration through the various stages of new drug
development.
Primary Impact recommended using one account
manager who could access the proper technical and administrative
expertise within their company for each customer. Also, the
analysis showed interest in the market to reduce manufacturing
costs without exposing confidential formulation information.
The overall processing costs were high for multiple chemical
processes to modify molecular structure for creation of active
pharmaceutical ingredients.
Base strategies on Primary Market Research
The reallignment opened communication with customers on many
technical levels. Over the following 18 months, the client
began to develop a niche as an outsource provider of proprietary
chemical entities.
The new strategy allowed the client to understand their
customers' costly manufacturing processes and supply single
solutions that eliminated multiple chemicals and manufacturing
steps. Click to learn more about Primary Impact's pharmaceutical industry practice.
