Product Fostering

Reviving Tail Brands and Generics

Rationale (Situational Analysis)

Local large healthcare company held a portfolio comprising 60 SKUs [R22M value]  (topicals, expired patents and systemic generics):

• Portfolio decline at 10% per annuum (units’ decline at between 5 and 20% within the portfolio).
• No resource to promote.
• Switching in pharmacy.

Objectives

• Commercial intervention to protect generic products from being switched in pharmacy and promote old products with GPs.
• Reverse sales decline to 10% growth.
• Active campaigning for market share.

Team and Tactics

Script and pharmacy focus:

• Eight Representatives placed nationally in line with sales potential, led by experienced sales leader.
• Mid-shop/dispensary intervention through education/catalogues.
• Detailing healthcare practitioners that traditionally supported the products, and then subsequently broadening the script footprint in year 2.
• Targeted Campaigns: brand strategy basis.

Outcomes

Year 1

• 6%-unit growth.

Year 2

• 9%-unit growth

This case study is synoptic.  For more information, please contact Steve Langenegger: Click here.