Launching a new product form and expanded indication for a leading prescription drugEquiBrand2023-10-22T12:40:59-07:00
Project Description
As part of a biotech product launch, a pharmaceutical company was looking to create a unified brand positioning and portfolio management approach across various product forms.
Establishing the portfolio required assessing current and future product forms and indications and then integrating product platforms to maximize impact and obtain efficiencies.
Iterative concept development was used internally and with physicians and patients to identify and confirm the optimal solution.
Challenge
New product capsule form (versus intravenous delivery) being launched with expanded indication
Existing I.V. product communicating a number of messages in a variety of ways, resulting in an unclear positioning and confusion in the field
Opportunity to reestablish leadership positioning within a new competitive arena and clarify roles of various product forms
Action
Exploratory research with physicians, patients and managed care reps
Brand repositioning development, based on proprietary concept optimization process
Brand architecture strategy, including product nomenclature and role of masterbrand vs. individual product brands
Result
Clarity in positioning, brand architecture and messaging across professional and consumer targets
Redesigned and integrated marketing materials (e.g., website, in-office, direct-to-patient), incorporating new positioning, messaging framework and creative brief
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