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Positioning - Launching a new pharma product

The situation:  

  • A large pharmaceutical company was planning the introduction of a new product that, while effective, would initially be unable to make clinically-supported superiority claims.  

The challenge:

  • How communicate a meaningful point of difference, driving HCP (health care provider) support, insurer coverage and patient demand?

The approach:

  • Review of existing information (primary/secondary research, industry info) followed by intensive qualitative to fully understand patient needs/priorities.

  • Structured brainstorming with client team to develop set of unique positioning/benefit statements.

  • Qualitative-guided refinement of claims, enabling a positioning that was clearly meaningful to patients.

The results:

  • Recommended positioning preferred by significant segment of patients

  • Client incorporated findings into launch plans