Case Study: a global pharmaceutical company achieves targeted prescribing growth without sacrificing reach with Optimal Strategix Group (OSG)

Understanding the Impact of Targeted Messaging on the Broader Market

Optimal Strategix Group (OSG) was engaged by a global pharmaceutical company to address a key strategic challenge. The client needed to understand if focusing its promotional messaging exclusively on one specific patient group would negatively impact the prescription rates of its drug across other patient groups, potentially sacrificing broader market reach.

OSG implemented its Tech-Enabled Services and proprietary ASEMAP technology to conduct a controlled research study. They ran two simultaneous, identical surveys with physicians; a test group saw messages for only one patient group, while a control group saw messages for all groups. OSG's analysis proved that a targeted messaging strategy did not negatively impact the drug's patient share in other groups. This finding allowed the client to confidently pursue focused marketing without losing existing customers, and OSG identified the most universally motivating messages to inform the overall strategy.