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Products & Services Sales and Marketing Marketing Management Designing Marketing Strategies Product Positioning and Differentiation

Flomax Case Study:Evolving Disease State Awareness to Succeed with New Method of Action

ID: 5004


Features:

Metrics, Graphics, Detailed Process Map


Pages/Slides: 54


Published: Pre-2013


Delivery Format: Online PDF Document


 

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  • STUDY OVERVIEW
  • BENCHMARK CLASS
  • SPECIAL OFFER
Non-Members: To download a complimentary excerpt of this study, please click here.


STUDY OVERVIEW

This case study reviews the strategy and tactics utilized by Boehringer-Ingelheim for the BPH (Benign Prostatic Hyperplasia) indicated product, Flomax/Tamsulosin, to differentiate the product and to boost disease awareness to expand the product market. By carving out a niche as a BPH-specific drug and motivating a large untapped patient pool through multiple communication tactics, Flomax achieved blockbuster status. Executives and managers can use this research to gain insights into methods for differentiating a product and creating effective communication tactics to boost awareness and sales of a new product.

KEY TOPICS

  • Market Entry Strategy
  • Using Science to Differentiate
  • Using Safety and Cost for Product Positioning
  • Disease Awareness
  • Physician Communications
  • Patient Communications
  • Overall Market Outreach
  • Potential Market-Entry Strategies for New Products

KEY METRICS
  • Lifecycle Timeline
  • BPH Product Sales 1998-2006
  • BPH Market Leader Sales 1998-2006
  • Flomax DTC Spending 1999-2006

SAMPLE LESSON LEARNED
  • Use traditional and more innovative channels widely to educate physicians, payers, patients and patient families.
  • Engage celebrity spokesman to attract coverage from lay media and personalize the condition for better disease awareness.
METHODOLOGY
The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

Industries Profiled:
Pharmaceutical


Companies Profiled:
Boehringer Ingelheim


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