Global launch in competitive urology market

We worked with the global, regional and local teams to plan and execute the digital launch and support on-going multichannel activities in more than 20 countries for a product that eventually displaced the established market leader in urology.

Global Launch in Urology - Blue Latitude Health

Client challenges

  • Brand was being launched against a strong incumbent.
  • Multichannel knowledge and environment varied by market.
  • There was a limited culture of measurement and optimisation.
  • There was a lack of internal knowledge sharing.

Our approach

Research and Insight

We carried out a situational analysis in each market, focused on the digital landscape.

Global brand strategy and positioning

We developed a patient-centric rather than product-centric position and emotional (as well as clinical) creative execution.

Multichannel campaign planning

We developed global digital campaigns working with 3rd party sites as well as owned platforms.

Affiliate training and support

We rolled out tailored training and on-demand support to  global affiliates.

Campaign optimisation

We ran regular digital reviews, reporting at a market, regional and global level through an integrated dashboard, recommending improvements to drive improved performance and consistency.