A major pharmaceutical company needed to reposition a long-standing branded medication that was losing market share to its generic competitors and to emerging combination therapies.
StrategyOne was commissioned to conduct qualitative in-depth interviews among cardiologists and mini focus groups with interns and general practitioners to obtain intelligence on the awareness, perceptions and prescribing behavior associated with the condition, as well as perceptions of the medication itself. The research was also able to gauge perceptions of and responses to various messages and communications outreach.
The research helped guide development of the most credible and relevant messages for physicians, focusing on compelling data from recent clinical trials. It also helped to regenerate the profile of this well-know and trusted drug.