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ProjectMature Brands Revitalization Model
Client Mid-size Specialty Pharmaceutical Company
Description Our client’s business model relied on the acquisition of mature brands owned by major pharmaceutical companies. For a variety of reasons, these products were no longer being actively promoted by the major companies, and our client purchased them at a low cost with the intention of revitalizing them through renewed marketing efforts. Although our client had been successful in employing this model for the first several products acquired, they had experienced several disappointments with more recent additions to the portfolio. The goal was to develop a systematic approach to marketing that would maximize each product’s potential.
In addition to incorporating these principles into their marketing efforts, our client uses these guidelines in their acquisition process as they narrow down potential candidates to those that will be amenable to this approach.
ProjectStructural Analysis of International Pharmaceutical Markets
Client Top 5 Multinational Pharmaceutical Manufacturer
Description Our client needed to understand the chain of influence in 11 international markets and how this affected the commercial prospects of their products. VOI examined the elements of the decision-making chain in these markets and determined the relative influence of each component (e.g. payers, prescribers, distributors, patients) on the product selection process.
Our client was able to realign their marketing efforts to focus on the most important elements of the decision-making chain, while cutting or minimizing programs aimed at less vital elements.
ProjectQuality-of-Life Claims Analysis
Client Top 10 Multinational Pharmaceutical Manufacturer
Description As a point of competitive differentiation, our client sought to include quality-of-life improvements as a component of their marketing program. To do this, it was necessary to provide sufficient evidence for inclusion of these claims on the product prescribing label.
Our client incorporated our recommendations into the design of their late-stage clinical trials and was successful in obtaining regulatory approval for the necessary product labeling.
ProjectComparative Claims Analysis
Client Top 10 Multinational Pharmaceutical Manufacturer
Description Similar to the Quality-of-Life Claims analysis but for a different pipeline product, the same client wanted to include superiority claims against an existing product as part of their marketing effort. To do this, it was necessary to provide sufficient evidence for inclusion of these claims on the product prescribing label.
Our client incorporated our recommendations into the design of their clinical trials. This product is under regulatory review, but we expect that the comparative claims labeling will be granted.
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