>> Pharmaceutical Marketing Consulting Case
Developing a positioning and messaging strategy for established drug
Challenge
- Historical drug class leader (60 % + market share), contributing significant profits to corporate parent
- Changing marketplace (shifts in prescribing patterns, revised sales practices, treatment protocols), pending patent expiration, and new competitive entrants exerting pressure on historical brand position
- Product management team looking to define clear, distinct positioning and messaging to solidify core business
Action
- Situation confirmation, including foundation setting (clinical, scientific review session), brand equity assessment, competitive positioning analysis and sales rep interviews
- Development of strategic positioning frameworks: competitive differentiation matrix, brand benefit hierarchy, brand-customer touchpoints (from brand materials audit)
- Brand and messaging positioning development and optimization, with physician specialists
- Pharmaceutical market research with physicians to validate brand and messaging recommendations
Results
- New strategic positioning direction, fully embraced by sales reps (secured through sales and messaging rollout and training)
- Revised and refreshed product packaging and product detail material
- Revenue and growth above product plan projections, including patent expansion based on clinical expansion
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