Hmm, something seems odd.

SQL should be able to easily do "simple parameterization" -- the old name, "auto-parameterization", seems clearer to me -- on that query. That is, SQL should automatically convert the query to make the value in the WHERE clause a parameter so a shareable plan is created.

Are you changing the case (upper/lower) of the query each time?(??)

Or making some other noticeable change to the query each time?