Repositioning a leading prescription drug to address new market conditionsEquiBrand2022-04-13T18:22:53-07:00
Project Description
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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