Understanding customers is important in any aspect of pharmaceutical marketing, especially when focusing on migrating from prescription (Rx) to over-the-counter (OTC) when other store brands already exist. Merkle recently worked with a pharmaceutical company to develop a new customer-focused promotion plan that tailored messaging not only around the different phases of the product launch, but also around how customers like to receive the information.
Case Study: A top-10 pharmaceutical company was approaching the expiration of its patent protection on one of its blockbuster products. In order to maintain as much of the product’s revenue as possible, the company decided to transition the product from Rx to OTC.
Click here to learn about the additional challenges the company faced and how they were able to achieve sample requests that were 4x higher than expected!