Uniphar’s client, a leading global generic and specialty pharmaceutical company, had an established primary care product in the UK for the treatment of Vitamin D deficiency. Although its product was positioned number tow in the market, competition from new market entrants was on the horizon.
Commitment to new product campaigns reulted in the client having a limited budget to invest in its vitamin D product. As a result:
Our own real world data from Clinical Cube was able to confirm that the brand did need remedial action and that without action further decreases in the market position were inevitable.
Utilising a data centric approach, Uniphar worked with the client to develop a two tier growth and protect strategy. Weekly and monthly activity reviews, managed through a shared management data dashboard, ensure that the strategy is yielding results and that where required it can be fine-tuned for a region or locality.
The key milestones of the strategy are as follows:
At all stages of the project, the client engaged with detailed data dashboards that gave them full transparency of all customer related activities.
As the sales chart below highlights, Uniphar product fostering was able to reinvigorate the brand, moving sales from a year on year flat position to a remarkable 26% growth in year one. (2017/2018)