Re-Positioning a Brand to Broaden Prescriber Audience
Challenge
We conducted extensive market research and engaged with key opinion leaders to understand the relationships between the various indications and assess their market potential. Additionally, we factored in regulatory and market access considerations to develop a refreshed brand positioning strategy that transcended the initial indication, making the drug more appealing to a wider range of prescribers across multiple specialties.
Solution
Impact
The new brand positioning was successfully implemented and set the stage for the drug’s transformation into a multi-billion dollar blockbuster. The repositioning strategy significantly expanded the drug’s reach, driving adoption across different specialties and delivering impressive growth in the market.
A large pharmaceutical company sought to reposition a drug that had already been commercialized for one indication but was also undergoing clinical trials in co-morbid conditions and additional independent indications. The challenge was to refine the brand positioning to maximize the potential of these label extensions and reach a broader prescriber audience.