COMMERCIALIZATION
CASE STUDY


Global Product Positioning & Message Optimization For New Indication

STRATEGIC OVERVIEW

Vault Bioventures was engaged to define and lead a global positioning project to evaluate whether or not to alter the current brand positioning based upon a clinical study underway, define the methodology and predict the proposed result.

The study was a phase III trial that had the potential of demonstrating transformational results, along with a new indication. Based upon existing and future data, Vault Bioventures’ internal strategy and ideation session with members of our commercial and clinical team resulted in a wide range of positioning territory options. We proposed an array of positioning options and supporting message elements to our client, which included strong rationale for a full brand repositioning. Viewed as a larger shift than the client envisioned, the repositioning recommendation was initially rejected. After providing additional supporting rationales, the repositioning recommendations were subsequently accepted and included in the consolidated group of positioning concepts tested in key global markets.

While all positioning concepts tested well, a clear leader was identified which was powerful, differentiated, compelling, and credible. Subsequently, based upon the strong performance in research, our client accepted the recommendation to reposition the brand pending final trial results.


OUTCOME

  • Physicians had an overwhelmingly positive response to the concepts with the strongest preference and stated increase in prescriptions, for repositioning the brand.
  • Stated use of the product increased significantly as physicians stated they will move product use significantly earlier in the treatment continuum and use in a broader patient population.
  • Global launch preparations are now underway leveraging the new positioning and message platform.

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