This case study reviews the strategy and tactics utilized by Boehringer-Ingelheim for the BPH (Benign Prostatic Hyperplasia) indicated product, Flomax/Tamsulosin, to differentiate the product and to boost disease awareness to expand the product market. By carving out a niche as a BPH-specific drug and motivating a large untapped patient pool through multiple communication tactics, Flomax achieved blockbuster status. Executives and managers can use this research to gain insights into methods for differentiating a product and creating effective communication tactics to boost awareness and sales of a new product.
KEY TOPICS
- Market Entry Strategy - Using Science to Differentiate - Using Safety and Cost for Product Positioning - Disease Awareness - Physician Communications - Patient Communications - Overall Market Outreach - Potential Market-Entry Strategies for New Products
- Use traditional and more innovative channels widely to educate physicians, payers, patients and patient families - Engage celebrity spokesman to attract coverage from lay media and personalize the condition for better disease awareness
METHODOLOGY The data for this case study was collected utilizing primary research via executive interviews and supplemental secondary research
