Multinational top-5 pharmaceutical firm.

An NSAID, or anti-arthritis drug.

This product was rapidly losing share. Physicians perceived it to have a low efficacy compared to other NSAIDs. This was primarily as a result of under-dosing, however. At the same time, evidence was just beginning to build that NSAIDs were the cause of many renal problems. Some patients saw these renal problems result in uncontrolled hypertension. Emerging clinical studies showed that this drug, unlike other NSAIDs, did not cause these problems.

Maintain market share until a clinical, safety-based campaign could be launched to support positive differentiation.

I organized and moderated a focus panel of physicians to assess their reaction to current support programs for NSAIDs. The insight I discovered here was a level of frustration among this audience in being able to help their arthritis patients cope with daily living activities. We then developed a unique referral help resource program for arthritis patients. Physicians distributed enrollment materials for this program in an innovative package we developed to house samples as well as proper dosing instructions.

Share decline was arrested, and sales actually rebounded, exceeding expectations. The planned-for safety campaign was able to be launched on a strong platform of credibility attributable to the help resource program.