Project Description

Pharmaceutical Marketing Consulting Case
Repositioning a blockbuster drug to address new competition
Challenge
- Historical drug class leader under increasing pressure due to new branded entrant, generic alternative and OTC launch
- Inconsistent creative platforms and messaging across consumer and professional targets
- Simultaneous operational changes (e.g., new sales force structure, pending patent expiration, etc.)
Action
- Segmentation study, across consumers and professionals, to establish fact base
- Exploratory research with physicians, patients and managed care
- Brand repositioning development, based on proprietary concept optimization process
- Messaging framework (based on quantitative medical marketing research) as basis for acquisition and retention messaging
Result
- 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
- Continued strong brand awareness and share position, despite being significantly outspent by new category entrant
Learn more
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