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Requip Case Study: Life Cycle Management - Reinvigorating a Mature Brand
Best Practices LLC, June 2008, Pages: 27
This case study reviews the strategy and tactics utilized by GlaxoSmithKline for the Parkinson's indicated product, Requip/Adartrel, to manage the life and commercial success of the brand through re-branding for treatment of Restless Leg Syndrome (RLS). Executives and managers can use this research to gain insights into methods for reinvigorating sales of a mature product.
KEY TOPICS
- Business Challenges Addressed
- Market Entry Strategy and Insights
- Use of Third-Party Expertise
- Influencing Key Opinion Leaders
- Tactics to Drive Success
- Focus on Product Efficacy and Safety
- Product Differentiation
- Leveraging Public Relations
- Benefits of Patient Education
- Diversification of Tactics
- Early Lifecycle Management
- Crafting a Durable Brand Promise
- Preparing the Market Through Education
KEY METRICS
- Product Lifecycle Timeline
- Messaging Strategy
- PR Strategy
- Market Revenues Over Time
- Market DTC Expenditures
SAMPLE LESSONS LEARNED
- Communicating The Science: Employ sound science that is communicated broadly through extensive scientific papers and congresses to establish the basis for a new method of action.
- Esteemed Thought Leaders: Engage highly esteemed academic medical centers in the clinical trials to establish the credible basis for a new method-of-action product.
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