How a GI Drug Team Identified the Channels Driving 75% of Prescriptions and Reallocated Marketing Spend

CUSTOMER STORY

How a GI Drug Team Identified the Channels
Driving 75% of Prescriptions and Reallocated
Marketing Spend

Solution area

40+ field reps

Thereupeutic area

Commercial operations Oncology

Company

A U.S.-based biopharma company focused on gastrointestinal disorders recently launched a first-in-class therapy. As treatment began reaching physicians and early prescribing picked up, the commercial team moved into the next stage of the launch.

CHALLENGES

After the launch, momentum was building. The commercial team now faced the central question: How should the next marketing dollars be allocated to drive prescriptions most effectively?

Several factors made that decision difficult.

Limited budget with high stakes

Promotional dollars had to be allocated quickly across sales reps, digital campaigns, speaker programs, and sampling without overspending in already saturated channels.

Too many channels and unclear contribution

Sales outreach, digital engagement, DTC campaigns, and congress activity often reached the same physicians, making it difficult to identify what actually drove prescriptions.

No historical playbook

As a first-in-class therapy, there were very few benchmarks for how quickly physicians would adopt the treatment.

Strong opinions, but limited evidence

Sales and marketing teams had perspectives on what was working, but the executive team lacked a clear, data-backed view of where to allocate additional investment.

Our Approach

To pinpoint where marketing investment influenced prescribing, the Beghou team collaborated with commercial and analytics teams to link promotional activity directly to prescribing behavior.

Started with reality in the field

The team worked closely with leaders across sales, HCP marketing, digital, and analytics to see how promotional activity played out. Field insights such as changes in rep activity and digital campaign performance were reviewed alongside early prescription trends to identify where deeper analysis was needed.

Connected promotional activity to prescribing data

Prescriber-level sales, promotional activity, and spend data were combined to clarify how different channels reached physicians. This let our team examine how sales outreach, speaker programs, sampling, and digital engagement contributed to prescription activity.

Examined how channels worked together

Instead of evaluating each channel independently, the analysis explored how combinations of activity influenced prescribing behavior. In several cases, coordinated engagement, such as in-person outreach supported by digital touchpoints. produced stronger results than individual tactics alone.

Tested alternative investment scenarios

With clearer channel contributions, the executive team could assess how shifting promotional investment across channels and vendors would affect prescription trends during early launch.

IMPACT

75% of prescriptions were linked to measurable promotional activity

Executive and marketing teams gained direct insight into the impact of
marketing investment on physician adoption.

The channels driving prescription growth became clear

Sales force engagement, targeted digital HCP outreach, and select DTC tactics
emerged as the strongest contributors to prescribing activity. This allowed the
marketing teams to focus investment where it was most likely to generate lift.

Areas of diminishing returns were identified

Several marketing channels were already approaching saturation, allowing the team
to avoid additional spending where incremental investment would have produced
limited impact.

Vendor and channel shifts unlocked major reallocation opportunities

Investment could increase by up to 50% with high-performing vendors while reducing
spend with lower-performing partners without jeopardizing performance.

Are your commercial investments delivering the results you expect?

Beghou combines structured, data-centric analysis with deep industry experience to help you identify where strategy is working and maximize your ROI.

Evaluate Your Commercial Strategy Today

The Beghou difference

The Beghou Arc Platform