Objective: Formulate a comprehensive marketing and sales strategy enabling our client to establish a viable competitive position ASAP after launch.

Analysis: Working closely with top management, the marketplace's anticipation for the new agent was assessed along with clinical data to evaluate the most advantageous competitive positions. Specific patient and prescriber segments were identified as likely to benefit most and to prescribe early. Positioning messages were created consistent with anticipated labeling and extensive "war game" simulations were conducted with client management to anticipate all manner of likely competitive reactions and to develop appropriate response strategies. Sales force members were trained and targeted on designated segments and their needs.

Result: Within 2.5 years post launch, the client had achieved 68% share in targeted segments and 32% overall share.

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Putnam Associates, Inc. - 25 Burlington Mall Road - Burlington, MA 01803