Diovan Case Study: How to Become a Leader in a Crowded Marketplace
CHAPEL HILL, N.C., Nov. 14, 2014 /PRNewswire/ -- In 1997, Novartis launched its antihypertension treatment Diovan into a crowded marketplace. While the drug only banked a disappointing $80 million in sales in its first year, Diovan brand leaders convinced senior leadership to endorse a long-term strategy to build the brand's presence.
The many tactics that Diovan brand leaders employed resulted in the therapy becoming a blockbuster by 2001. By 2007, the drug was generating $5 billion in annual sales. In 2010, Diovan hit $6.1 billion in sales, making it the best-selling drug in Novartis' history.
"Diovan Case Study: Long-Term Brand Building in The Competitive Antihypetensive Market," by Best Practices, LLC, showcases the key brand building tactics that Novartis employed to dramatically increase Diovan's presence in the crowded hypertensive marketplace.
One area explored included key tactics utilized by Diovan brand leaders. One tactic included:
- Diovan strategists faced a crowded field of established products in the drug's primary indication. After conducting clinical trials with ACE inhibitors to prove superiority in treating heart failure and post myocardial infarction, Novartis took a risk by going head-to-head with antihypertensive market leader Norvasc, a calcium channel blocker. Demonstrating parity was a victory.
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