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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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Best Practices, LLC is a leading benchmarking, consulting and advisory services firm serving biopharmaceutical and medical device companies worldwide. Best Practices, LLC's clients include all the top 10 and 48 of the top 50 global healthcare companies. The firm conducts primary research and consulting using its comprehensive proprietary benchmarking tools and analysis. The operational insights, findings and analysis form the basis for our Benchmarking Reports, databases and advisory services to support executives in commercial and R&D operations. Best Practices, LLC believes in the profound principle that organizations can chart a course to superior economic performance by studying the best business practices, operating tactics and winning strategies of world-class companies.

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