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Sales and Marketing » Marketing Management » Designing Marketing Strategies » Product Positioning and Differentiation
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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.