£8 million to £12 million MAT within 18 months - powering the turnaround. The sales line for this 8-year-old product had been flatlining for nearly 2 years whilst competitor brands were growing. The client recognised a change was needed and turned to HiA to provide consultancy to identify what change was required and to implement the solutions that would drive that change. The consultation process enabled HiA to gain a thorough and deep understanding of the current situation. This insight informed the solution and the team at HiA designed and delivered solutions that intervened at key stages to increase overall performance. Solutions included re-shaping the campaign to give clear purpose whilst enabling strong communication and maximising impact. HiA also worked with the sales teams - drawing on influence techniques from the work of Professor Robert Cialdini we enabled them to deliver on this new campaign with clear messaging that resonated with HCPs.