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