Project Description

A leading prescription product was faced with pending patent expiration and new category entrants.

The product was indicated for two separate medical conditions, which contributed to uncoordinated messaging and a diffused brand positioning.

The client team was looking to solidify the brand position, develop new marketing materials and train the sales team on new selling messages to reinforce the brand’s leadership status.

Challenge

  • Historical drug class leader (60 % + market share), contributing significant profits to corporate parent
  • Changing marketplace (shifts in prescribing patterns, revised sales practices, treatment protocols), pending patent expiration, and new competitive entrants exerting pressure on historical brand position
  • Product management team looking to define clear, distinct positioning and messaging to solidify core business

Action

  • Situation confirmation, including foundation setting (clinical, scientific review session), brand equity assessment, competitive positioning analysis and sales rep interviews
  • Development of strategic positioning frameworks: competitive differentiation matrix, brand benefit hierarchy, brand-customer touchpoints (from brand materials audit)
  • Brand and messaging positioning development and optimization, with physician specialists
  • Pharmaceutical market research with physicians to validate brand and messaging recommendations

Result

  • New strategic positioning direction, fully embraced by sales reps (secured through sales and messaging rollout and training)
  • Revised and refreshed product packaging and product detail material
  • Revenue and growth above product plan projections, including patent expansion based on clinical expansion

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