PREVAIL™
Brain Surgery Worldwide, Inc., and Delta Point, Inc., two of the world’s leading marketing and sales consultancies have created a new playbook for the bio-pharmaceutical industry called PREVAIL™.
Sales Impact
Prevail focuses on providing a “Line-of Sight” into the Unspoken Emotional Priorities that guide more than 85% of all decisions.
Then Prevail leverages those priorities in the selling conversation and beyond for optimal impact.
Brain Surgery is a marketing neuroscience consultancy focused on understanding what causes decisions then using that insight to affect marketing strategy and execution.
Delta Point is a sales consultancy focused on creating sales effectiveness through customer-oriented relationship building.
Together, these two companies now provide an end-to-end solution for commercial leadership that has proven to increase sales as early as within the first quarter of implementation.
Experts in Business Impact
There is still an art to marketing.
Information is critical to success and its experience in leveraging nuance that often makes the difference.
Emotional Engagement means customers are sticky. Prevail ensures that Emotional Engagement is always being maximized.
Words Matter: Being able to speak to the customers’ often-unspoken emotional priorities with conversation starters using language that matters to them, ensures customers will listen, think differently and act differently by internalizing messages.
Then understanding how to transition and deal with objections based on the emotional drivers® for choosing the brand, helps marketers and salespeople be as successful as possible.
Step 1 Customer Insight: Uncover the often-unspoken emotional priorities and “emotional drivers®” that cause more than 85% of all decisions (all audiences). Understand the audience mindset and what will cause the brand choice. Unspoken Emotional Priorities Guides more than 85% of all decisions Emotion Drivers® For the brand (and competitive landscape) – causes the choice of the brand. Emotional Engagement towards the Brand Choice (how sticky)How sticky is the choice and why, then how to leverage engagement to increase sales velocity. Step 2 Create the Selling Conversation: Leverage the findings from the Insight step by creating a Field Engagement Guide. This guide includes “ways in” conversation openers designed to peak the audiences’ emotional priorities. Then transitions that fulfill the emotion drivers to maximize attraction toward using the brand along with the best way to pivot from obstacles. Interview Sales Reps/Leadership & Create the Field Engagement Guide: What to stop doing, what do continue doing and what to start doing. Provides the optimal conversation flow, starting with establishing an inarguable truth then Socratic questions about things that matter most to the customer. Containing options so that reps can work with the tools. Step 3 Implement: E
The Formula
Results
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Failed Launch
Often-Unspoken Emotional Priorities provide pathways for audiences to Listen, Think Differently & Act Differently.Slow launch adoption with all generic options.
Highest Rx volume was 5,500 a month.
Implemented PREVAIL™ in Q3.
Script volume increased 142% by the end of Q4.
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Label Change
Often-Unspoken Emotional Priorities provide pathways for audiences to Listen, Think Differently & Act Differently.Sales never over $37M a quarter.
Product in the market for 9 months, then had an adverse event (death) and received a black box label.
Sales were $35MM in Q1, Brain Surgery was hired to chart the course for increasing Emotional Engagement and get them “in-sync”.
Implemented program that leveraged the often-unspoken emotional priorities of the audience in Q3, sales increased 25%.
Full sales training in place by Q4 and sales increased 54% from Q1.
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Branded Versus Generic
Often-Unspoken Emotional Priorities provide pathways for audiences to Listen, Think Differently & Act Differently.
Mature brand facing all generics.
Management received a patient extension so they wanted to see if they could stop the decline.
Highest sales were $66MM a quarter.
Implemented program that leveraged the often-unspoken emotional priorities of the audience in Q3.
Sales increased by 24% Q4 over Q1.
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Success During COVID-19
Often-Unspoken Emotional Priorities provide pathways for audiences to Listen, Think Differently & Act Differently.
New product that had not gotten momentum.
Leadership needed improved sales velocity.
COVID-19 hits in March and all reps are working remotely.
Implemented program that leveraged the often-unspoken emotional priorities of the audience in Q2.
Sales increased by 7% in Q2 as COVID-19 shut down the US, then increased by 24% in Q3 and another 53% in Q4.
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Late Market Entry (US)
Often-Unspoken Emotional Priorities provide pathway for audiences to Listen, Think Differently & Act Differently.
Large unmet need with a crowded competitive landscape (6 launches in the last 2 years).
Asset was the last to launch, so challenging access plus dosing was IV.
Implemented PREVAIL in Q2.
Sales increase in Q2 was 39%, Q3 increase was 28%.
Emotion Drivers® is a Registered Trademark of Brain Surgery Worldwide, Inc.