Organon
Tailored Messaging Increases Sales, Market Share

Context
Organon is a global biopharmaceutical company committed to improving the health and quality of human life through innovation in its core therapeutic fields: fertility, gynecology, neuroscience, and anesthesia. Organon recognizes the importance of contraceptive choice and offers one of the most comprehensive portfolios of methods available. The launch of IMPLANON®, a new birth control device, represented the culmination of a 12-year research and development program driven by the desire to produce a novel, long-acting method of contraception that does not require day-to-day action, has high effectiveness, and is easy to use.

Opportunity
In order to effectively launch IMPLANON®, Organon needed to provide product training for its hospital and women’s healthcare sales representatives. In addition, this was the first opportunity for the Company to implement the “Xellence Program,” a new selling methodology that focused on meeting customers’ needs through messaging tailored to the healthcare professional’s (HCP) segment and defined by the individual characteristics making up that segment.

Solution
The Performance StrategX team created multi-day, experiential, customized workshops focusing on the contraceptive marketplace (past, present, future), IMPLANON® product information, positioning, key messaging, and the competition. The workshops incorporated CD-ROM support for ease of delivery and a consistent message to the sales force.

The interactive workshops also incorporated Organon’s “Xellence Program,” successfully integrating this new selling methodology within the product launch program. With the “Xellence Program” in the training design, the Performance StrategX team was able to focus scenario-based activities on matching key drivers for each HCP with the messages that were most motivating to them. Ultimately centering on each HCP’s unique attitudes and characteristics engaged the HCPs by framing the conversation around topics that were important to them and streamlined the representatives’ visits.

These workshops helped the sales force meet customer needs like never before. The tailored messaging representatives brought to their IMPLANON® targets drove sales revenues notably higher and increased market share.