The diversification of Boehringer Ingelheim, Ltd. through the launch of Dixarit in the United Kingdom
Abstract:
The paper traces the steps that were taken in the formulation of the marketing strategy of Dixarit, a new product for the prophylactic treatment of migraine. It describes the planned research programme, the development of promotional concepts, their testing and eventual selection, up to the launch of the product into a market of which the company had no experience.
Research Papers
The patient's input
Catalogue: Seminar 1983: Information For Decision Making In The Pharmaceutical Industry
Author: Philip D. Barnard
 
June 15, 1983
Research Papers
Consumer versus pharmaceutical research
Catalogue: Seminar 1975: Pharmaceutical Market Research For New Product Development
Author: Paul Howard Berent
 
March 1, 1975
Research Papers
Knowing the patient
Catalogue: ESOMAR Global Healthcare 2002
Author: Simon Fitall
 
February 17, 2002
