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Products & Services Sales and Marketing Marketing Management Designing Marketing Strategies Lifecycle Management

Requip Case Study: Lifecycle Management - Reinvigorating a Mature Brand

ID: 5000


Features:

15 Info Graphics

2 Data Graphics


Pages/Slides: 27


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 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

KEY METRICS
  • Lifecycle Timeline
  • Brand Revenues
  • Disease Area Support Contributions

SAMPLE LESSON LEARNED
  • Develop comprehensive marketing strategy to produce a synergistic effect, increasing the ROI of individual tactics.
METHODOLOGY
The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research.

Industries Profiled:
Pharmaceutical


Companies Profiled:
GlaxoSmithKline


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