Requip Case Study: Lifecycle Management - Reinvigorating a Mature Brand

This case study reviews the strategy and tactics utilized by GlaxoSmithKline for the Parkinson's indicated product, Requip/Adartrel, to manage the life and commercial success of the brand through re-branding for treatment of Restless Leg Syndrome (RLS). Executives and managers can use this research to gain insights into methods for reinvigorating sales of a mature product.

KEY TOPICS

• Coordinated Marketing Efforts
• Patient Advocacy
• Disease Awareness
• Condition Branding
• Market Preparation
• Disease State Critical Success Factors
• Managing Disease Perception
• Educating the Market on New Mechanism of Action
• Direct to Consumer (DTC) Communications

• Lifecycle Timeline
• Brand Revenues
• Disease Area Support Contributions

• Develop comprehensive marketing strategy to produce a synergistic effect, increasing the ROI of individual tactics.
  

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