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Repositioning a blockbuster drug in light of new competition
| Challenge |
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Historical drug class leader under increasing pressure due to new branded entrant, generic alternative and OTC launch |
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Inconsistent creative platforms and messaging across consumer and professional targets |
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Simultaneous operational changes (e.g., new sales force structure, pending patent expiration, etc.) |
| Action |
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Segmentation study, across consumers and professionals, to establish fact base |
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Exploratory research with physicians, patients and managed care |
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Brand repositioning development, based on proprietary concept optimization process |
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Quantified messaging framework, as basis for acquisition and retention messaging |
| Result |
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Redesigned and integrated marketing materials across professional and consumer targets (e.g., website, in-office, direct-to-patient), incorporating new positioning, messaging framework and creative brief |
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Continued strong brand awareness and share position, despite being significantly outspent by new category entrant |
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