Marketing
Business Development
Strategic Planning

Need
• Top 10 multinational pharmaceutical company needed to augment its U.S. selling effort for a new “blockbuster” product in the face of competition from a newly launched similar product

Approach
• U.S. market analysis was undertaken to review the therapeutic market in which the product competed; data collected on numbers of patients, numbers of prescriptions, geographic concentration of sales, physician prescribing habits, and pricing
• Companies with similar therapeutic franchises identified and “short-list” of three potential marketing partners developed; meetings held with all three companies
• Co-promotion agreement negotiated and executed with one company

Benefits
• Agreement added 500 U.S. sales representatives and 12,500 physician details to the marketing effort
• Client maintained market share in the face of aggressive competition
• Sales increased 10% over projected annual budget which paid for the co-promotion budget and provided additional profits to client