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

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

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

• 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.
  

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