Performance Enhancement Strategy
Situation: As the second to market with a "me too" product, our client's only clear advantage was an expanded indication. Significant off-label use of the competitor's product diminished the value of the client's competitive advantage.
Objective: Develop a sales and marketing strategy to improve the laggard performance for an approved product in an existing therapeutic indication.
Analysis: Our approach focused on a careful stepwise analysis of the product demand chain from market need to prescription volume through product fulfillment. Our examination revealed key breakdowns in prescription specificity and retail substitution. Further data analysis and primary market research yielded a specific account targeting strategy, a business conversion methodology, and a clear measurement system / milestone recommendation.
Result: Within twelve months, our client's national segment share improved 30 points.
Home | Our Approach | Our Capabilities | Career Opportunities | Contact Us
Putnam Associates, Inc. - 25 Burlington Mall Road - Burlington, MA 01803