Repositioning

Problem:

• Topical eye preparation underperforming even though shown to be safer tahn the market leader
• Client developed new positioning strategy and promotional campaign to be tested for positive impact on the brand

Approach:

• One-on-one in-depth interviews with specialists to elicit their awareness of safety advantage, response to new strategy based on “safety”, response to various in promotional mix, and likelihood of their increasing use of the drug
• As a result, client introduces new interactive kit which challenges doctor to screen for safety