Challenge
In the UK, NHS advice is to prescribe some products (including drug / device combinations) by brand name when generics exist, so that patient continuity is ensured. With the launch of a new competitor branded-generic, this company’s alternative brand’s positioning was no longer compelling or even valid. We supported the UK affiliate to reposition in the face of this market change.
Action
Firstly, we mapped out all the key facts (and benefits) of the company’s brand. Secondly, we did the same for the existing and new competitors – it was clear there were differences. We conducted a wargaming exercise where the company got into the shoes of its competitor and established how they would promote that product. Lastly, we correlated the company’s product’s biggest, most differentiated benefits to what mattered most to the customer.
Result
Price will always be a factor with branded generics but if it is your only benefit then your position is easy to attack. Depending on the product there may be differences in the product range itself (especially in drug / device combinations), supply chain & reliability, support & education etc and this is what builds “alternative brands”. We found a clear, compelling position and communicated that internally, then externally.
Next Steps
With the brand position established, the next step was to develop key communication messages, suitably referenced. From there we audited all digital and hard copy materials and ensured they were updated to communicate the new messages, and position, effectively. The salesforce were trained. Early indicators were positive in terms of formularies and sales.
If you need a brand repositioned because of a market change, or you would like advice on positioning a branded generic, please do get in touch – info@hawkpharmaconsulting.com