Case Studies in Successful Re-Launch: Zithromax and Wellbutrin

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"Case Studies in Successful Re-Launch: Zithromax and Wellbutrin"

Study Overview
Successfully re-launching a pharmaceutical product is a difficult feat. However, two well-known pharmaceutical products were able to re-launch into major blockbusters. These case studies, described in detail in a 23-slide presentation, draw on primary and secondary research to illustrate how success was reached. Brand executives can use these case studies to learn how to spot the opportunities, tactics and strategies they need to turn their own re-launched products into major blockbusters.

Key topics

• Causes for Re-Launch (e.g., initial sales performance, challenges faced)
• Relaunch Decision Factors
• Opportunities Seized
• Pricing Changes
• Sales Force Changes
• Overcoming Internal Resistance
• Specific Relaunch Tactics Used

• Extensive market research on Zithromax revealed the price was too high. Combined with lowering the price, Pfizer was also able to deploy a different mix of sales people to promote it.
• Psychiatrists and internal advocates pushed for Wellbutrin's return to the market, and Wellcome (before it was GlaxoWellcome or GSK) was able to establish that few people were at risk for seizures and put forth strong messages highlighting its strengths.

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