Designing the right medico marketing strategy for a mega brand
THE ORGANISATION
A mega brand of a major pharmaceutical company was the category leader. Over the period since launch, newer line extensions and variants were added to address niche segments. The brand however had started seeing a slow down in growth. Its prescription share across key specialties was also stagnant. The traditional field promotion was supplemented by a series of brand reminders and high-decibel in-clinic activities. However, the growth was still not picking up.
CHALLENGES
What would be the right medico marketing strategy that could not only drive brand growth but also have the buy-in of the field force?
THE WHITESPACE DOSAGE
Medico Marketing
THE WHITESPACE PRESCRIPTION
Using the WhiteSpace Medico Marketing Decision Tree, we helped to crystallize the strategy based on promo methodology, brand growth task, strategic focus and the brand lever. The strategy was then rolled out in one quarter as a pilot in key regions.
IMPACT
The first indicator of the strategy working was the enthusiasm it generated within the field force. It created a pull for implementation rather than replying on the traditional push approach. The field force spontaneously shared live feedback on the in-clinic impact of the strategy. This enthusiasm ensured that the strategy was rolled out consistently throughout the year. The brand started picking up growth especially in core specialties and ended the year with a healthy, above-market double-digit growth.
