Abstract
STUDY OVERVIEW
This case study reviews the strategy and tactics utilized by GlaxoSmithKline
for the Parkinson' s indicated product, Requip/Adartrel, to manage the life and
commercial success of the brand through re-branding for treatment of Restless
Leg Syndrome (RLS). Executives and managers can use this research to gain
insights into methods for reinvigorating sales of a mature product.
KEY TOPICS:
- Coordinated Marketing Efforts
- Patient Advocacy
- Disease Awareness
- Condition Branding
- Market Preparation
- Disease State Critical Success Factors
- Managing Disease Perception
- Educating the Market on New Mechanism of Action
- Direct to Consumer (DTC) Communications
KEY METRICS:
- Lifecycle Timeline
- Brand Revenues
- Disease Area Support Contributions
Industries Profiled: Pharmaceutical
Companies Profiled: GlaxoSmithKline
Features: Metrics, Graphics
Delivery Format: Online PDF Document
METHODOLOGY
The data for this case study was collected utilizing primary research via
executive interviews and supplemental secondary research.
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