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DESIGNING THE RIGHT MEDICO MARKETING STRATEGY FOR A MEGA BRAND

THE ORGANISATION

 

A mega brand of a major pharmaceutical company was the category leader. Over the period since launch, newer line extensions and variants were added to address niche segments. The brand however had started seeing a slow down in growth. It’s prescription share across key specialties was also stagnant. The traditional field promotion was supplemented by a series of brand reminders and high decibel in clinic activities. However, the growth was still not picking up.

 

CHALLENGES 

 

What would be the right Medico Marketing Strategy which not only could drive brand growth but also have the buy in of the field force?

 

THE WHITESPACE DOSAGE

Medico Marketing

THE WHITESPACE PRESCRIPTION

Using the WhiteSpace Medico Marketing Decision Tree, we helped to crystallize the strategy based on Promo Methodology, Brand Growth Task, Strategic focus and the Brand Lever. The strategy was then rolled out in one quarter as a pilot in key regions.

 

IMPACT

The first indicator of the strategy working was the enthusiasm it received from the field force.  It created a pull for implementation rather than the traditional way of pushing the field force. The field force spontaneously shared live feedback on the in clinical impact of the strategy. This enthusiasm ensured that the strategy was rolled out consistently throughout the year. The brand started picking up growth especially in core specialties and ended the year with a healthy above market double-digit growth.

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