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

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

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