Case Study No.318

Revitalization of a Product
Nearing Patent Expiration

Client

• A top 10 diversified healthcare company

Critical Challenges

• 12-year old antihypertensive drug with a rapidly eroding trend line and
  declining revenue
• Competition gaining momentum
• Competing with newer, more innovative treatments for this
  disease state

Objectives

• Sustain sales volume and maximize remaining financial potential of mature product
• Provide comprehensive brand management, including fundamental market analyses, positioning and strategy
• Develop and implement significant promotional materials to
  support strategy

Solution

• Assume full responsibility for product sales and marketing, and shared responsibility for trade relations strategy
• Deploy an aggressive field force to maintain SOV with key targets
• Introduce new tactical programs, including E-sample vouchers

Results

• Erosion rate significantly reduced
• Client earned $103 million in incremental revenue during program
• Delivered substantial increases in percent of TRx's over contractual goals for three consecutive years
• 2001 (starting May): +3%
• 2002: +14%
• 2003: +32%
• Exceeded 2003 Rx contractual goal of 10.1 million by approximately 1 million TRx's