Project Description

Pharmaceutical Market Research | Medical

The historical drug class leader was looking to solidify the strategic positioning of its product portfolio in the face of changing market dynamics.

Existing brand communication lacked relevance, distinctiveness, and clarity across physicians and patients, including conflicting messages.

A new brand positioning platform was established to direct coordinated professional and direct-to-consumer messaging.

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

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