Mid-size pharmaceutical company.

The first definitive blood test for Alzheimer's Disease.

The company built its business around, and had a strong franchise with, Neurologists. After developing the very first test service for helping to diagnose Alzheimer's Disease, the firm asked for a plan to introduce this service exclusively to Neurologists. Numerous factions in the scientific community had been developing, in the meantime, over the validity of some or all of the tests.

Overcome the controversy, change in practice, and resultant skepticism on the part of Neurologists towards this new diagnostic service.

My research revealed that it was the Primary Care Physician, and NOT the Neurologist who first sees, diagnoses, and then manages the Alzheimer's Disease patient. The Neurologist may see a difficult to diagnose case, but this will be on referral from a Primary Care Physician.

As a result, we recommended a launch program that initially made the Neurologist aware of the service. The focus of the marketing efforts was directed to the Primary Care Physician, who comprised the major revenue opportunity for this service.

The firm was acquired by an international pharmaceutical company, whose focus is on drug delivery and discovery, leaving the client’s test service as a non-promoted, but current Catalog offering.