Product Positioning

A Case Study

Back-ground Product team working on a launch of a potential blockbuster drug in a large growing market. The market leaders were well established and physicians and patients were perceived to have a high level of satisfaction with existing treatments.
Challenges
  • The product was the 4th product of its class to reach the market.
  • No expected efficacy or safety differentiation in labeling.
  • Perception of physician and patient satisfaction were generally high.
  • Growing category was leading to increased pricing pressure.
Solution

A thorough analysis of primary and secondary research from patients and physicians revealed problematic symptoms in some patients that current treatments did not address and, thus, were poorly managed. Current treatment by physicians was to increase dosing for this subset of patients.

Early input of these insights to clinical study design led to Phase 3 endpoints that were designed to study control of these difficult symptoms without altering dosing for the subset. With the Phase 3 data in hand, the team was able to review the positioning options and evaluated them using ForeRunner’s Positioning Grid™ (a set of criteria based on fulfilling needs and differentiating the product).
Result A powerful positioning was selected that directly filled the patient (and physician) need. The positioning was strongly supported by Phase 3 data and subsequent labeling. The product labeling enabled clear communication of the product’s value and benefits to the customer through a variety of promotional channels. The strong focus on efficacy in the relief of difficult symptoms reinforced the value of the product which facilitated negotiations for favorable positions on formularies. The product exceeded forecast in each of the first 5 years of launch!