Case Study:
Promotional Mix Messaging and Resource Allocation Turns Around 2 Older Brands and Enables Strong Launch for New Brand
Promotional Mix Messaging and Resource Allocation Turns Around 2 Older Brands and Enables Strong Launch for New Brand
Sometimes brands are not just declining in one market. They may be declining in several key markets and may need new growth strategies to bring them back to profitability. The client asked for our help with three brands at various stage of the drugs life cycle and ensure that improvement occurred across the portfolio.
The Client Problem
The client had 3 brands in their portfolio, including one brand in prelaunch stage and two other brands that were flat or declining in all key countries. The prelaunch brand was in plan for launch, but the client wanted to avoid at all risk a failure. So they decided to turn around the flat/declining brands across 7 European countries.
The Solution
Eularis applied its methodology to turnaround the failing brands, including research, machine learning analytics and visual recommendations. We examined the performance of all three brands across each country in scope for the project (7 countries). Eularis analytics found gaps with the positioning & differentiation strategies and messaging, as well as un-optimized channel allocation. The changes in these were recommended and remediated. The system was programmed to be automated and run regularly to ensure ongoing optimization.
The Outcome
- All brands achieve significant growth in terms of revenues and profits
- Refocused the messaging for each drug and showed superiority in the drivers for the indication rather than focus on the class/ subclass
- Defined a stronger position and plan for the new brand and the old brands.
- Ensured optimized resource and channel allocation
- Took market share points from competitors and turned around so that every brand was growing in every market worked on.
To achieve these kinds of results, contact Eularis today.
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