Market leader repositioning

We repositioned and re-launched an established prostate cancer brand in the EMEA region, to stave off increasing competition and confirm leadership status across two indications.

Client challenges

  • Product was market leader but coming under increased competitive pressure
  • Nine month window before major competitor with comparable data entered the market
  • Competitors had established relationships with urologists – key stakeholder where the client did not
  • Difficulty in encouraging uptake of assets across markets.

Our approach

Primary Research

We conducted qualitative research with stakeholders to validate behaviour drivers behind prescription choice.

Competitive intelligence and business planning

We conducted competitive intelligence and business planning workshops, which helped inform a new positioning using existing and new data.

Creative execution

We produced bold and distinctive creative that worked across channels and EMEA territories; communicating clinical and emotional dimension to the brand.

Integrated multichannel programme

We created an asset library containing all marketing materials, with localisation guidance.

Internal launch event

We staged a high-energy internal event for sales teams to launch the new campaign, brand positioning, messaging and strategy.