Abstract
This case study reviews the strategy and tactics utilized by
Boehringer-Ingelheim for the BPH (Benign Prostatic Hyperplasia) indicated
product, Flomax/Tamsulosin, to differentiate the product and to boost disease
awareness to expand the product market. By carving out a niche as a
BPH-specific drug and motivating a large untapped patient pool through
multiple communication tactics, Flomax achieved blockbuster status. Executives
and managers can use this research to gain insights into methods for
differentiating a product and creating effective communication tactics to
boost awareness and sales of a new product.
KEY TOPICS
- Market Entry Strategy
- Using Science to Differentiate
- Using Safety and Cost for Product Positioning
- Disease Awareness
- Physician Communications
- Patient Communications
- Overall Market Outreach
- Potential Market-Entry Strategies for New Products
METHODOLOGY
The data for this case study was collected utilizing primary research via
executive interviews and supplemental secondary research.
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