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Case #1: Global Pharmaceutical Leader

Assignment: Rx Growth
Type: Value-Add

Situation

• Client’s Rx brand had been one of the leading drugs for treating condition for years.
• Client also had clinical studies documenting the effectiveness of product.
• Only a few doctors and even fewer patients were aware of these studies and/or the results.

NECG Insight

• The aging female market for this product is huge and growing.
• Product not only works in the absolute, but it is far better than comparative products being purchased on a weekly basis by millions of women in department stores, drug stores, and other channels of distribution.
• Because over the counter alternatives don’t work, the doctor’s endorsement and Rx prescription is important permission to believe.

Recommended Strategy

• Share the clinical research on our product with the dermatological community.
• Initiate a process to switch lesser product formulations OTC.

Results/Outcome

• Product went from a $25-30MM drug in the year before our assignment to an over $100MM drug in the year after our assignment with zero DTC marketing.
• The focus on drug category has since spawned a $1B+ business for Client on various related product/brand umbrellas.