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Case Histories - Case History: 4
We Listened:
Competition From Generic Threatens
Drug's Brand Franchise
We Acted:
Understanding
surgeon profile fosters expanded usage
CLIENT: |
A major
multinational pharmaceutical firm.
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PRODUCT: |
A drug used to control
bleeding during surgical procedures.
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SITUATION: |
85% of usage was
by neurosurgeons for an off-label indication.
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CHALLENGE: |
Expand usage and
maintain brand franchise in the face of
pending generic competition.
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ACTION: |
My discussions with
neurosurgeons revealed that they were
typically voracious readers and led to
this insight: Neurosurgeons are, to a
greater degree than most other specialists,
influenced by a Case History approach.
As a result, we developed a Case History
strategy based entirely on educating neurosurgeons
on the issues underlying the control of
bleeding in treating subarachnoid hemorrhage.
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RESULT: |
Sales expanded by
20%. With sales held steady during the
first three years of generic competition,
we were able to buy time for the brand. |
Case Histories: 1
2 3
4 5 6
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