• 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.)

• 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

• 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

Contact EquiBrand to speak with a pharmaceutical marketing consultant, medical device marketing consultant or healthcare marketing consultant.

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