Case Study No.327

Elevating a Brand to
Blockbuster Status:

Product becomes No. 1 written drug in its class

Client

• A top 10 diversified healthcare company

Critical Challenges

• Competing in the highly competitive cardiovascular marketplace
• Product launched several years after the market leader
• Products in class perceived to have little to no differentiation
• Highly competitive SOV within product class

Objectives

• To become the top-performing product in the class and eventually become the No. 1 written hypertensive
• To attain and maintain the highest level SOV in the class

Solution

• PDI employed a 500 rep cardiovascular trained sales team
• Contract deliverables were aligned to meet and exceed aggressive TRx goals, not activities
• PDI trained its team on medical background, marketplace, product positioning and message
• PDI sales team coordinated flawlessly with client sales team to ensure maximum reach and frequency against key targets

Results

• Over a 2-year period the brand consistently exceeded forecast and experienced significant year-over-year growth (+30% in 2002, +23% in 2003*)
• Product achieved goal of becoming No. 1 written drug in its class (Source: IMS)
• Product became one of the fastest growing cardiovasculars over a 2-year period
• Product is tracking to become the No. 1 written hypertensive within 3 years