Abstract:

A company marketed a product which had the highest volume of scripts in the Canadian prescription market for years, dominating its category. With post publication of safety concerns, promotion of the drug was discontinued for several years. With several innovative drugs in the pipeline for the therapeutic category the company needed to know how to re-enter the market. The research study uncovered strategic and deeply motivating consumer and physician insights to position the new drugs to be successful. The result of the research was that the brand team and marketing had a clear direction as to the strategies that were needed to be in place pre-launch for a successful launch. These guided the development of the product label, communication platform messages and tonality, and the brand positioning.