|
 OVERVIEW: In Canada, the choice of a prescription pharmaceutical is very much in the hands of the doctor - influenced by the functional product (its efficacy, safety and side effects), awareness, market access, and the relationship with the sales representative. This is the story of how Nexium put a new proposition to doctors, with very positive results.
SITUATION ANALYSIS: Proton Pump Inhibitors work by preventing the release of acid in the stomach, helping patients with heartburn and related problems to heal. AstraZeneca created the PPI category in Canada in 1989 by introducing Losec. Later, in 2001, they launched Nexium as an advance on Losec, and by that time there were four main competitors: Pantoloc, Apotex, Pariet and Prevacid. Nexium's launch positioning was based on heavy-duty power. Unfortunately, this did not have the desired result. Nexium was seen as a "big gun" and it was also the most expensive PPI. As a result, GPs kept Nexium as a last resort. If patients failed to get resolution on other PPIs they would get Nexium.
STRATEGY & INSIGHT: In terms of rational benefits, doctors saw PPIs as essentially the same, with only small differences in speed and efficacy. So how could Nexium establish itself as different, and solve the "last resort" problem? Perhaps the answer was to think like a patient. Heartburn is not actually life-threatening, but when it hits, it hits hard. Fortunately, after a few days on Nexium, most patients will feel an extreme sense of relief. This was the clue to a new approach. Although clinical facts are important, success for many doctors comes at the more personal level of the feedback they get from patients. And that feedback, at its most demonstrative, is based on gratitude.
EXECUTION: A fully integrated "gratitude" campaign launched in September 2007. Ads in medical journals featured thank-you cards. Detail aids maintained the theme, and Direct Mail rounded out the effort. (Note: re the positioning decision one might ask: Since PPIs are seen as virtually all the same, couldn't any PPI stake out gratitude? The answer is yes, but research showed that no one could own it as well as Nexium because of the efficacy edge built up with the power positioning.)
 RESULTS: Sales volume through May 2008 increased by 15% VYA and new patient volume (a lead indicator) increased by 8%.
CAUSE & EFFECT: There were no changes to the Nexium product. No changes to pricing. No increases in sales force. And a usage and attitude study showed that all key strategic attributes grew during the campaign's duration. (Editor's note: two of the main competitors - Pantoloc and Pariet - went generic during this period. The case discussed the effect of this in some detail.)
AstraZeneca
Brand Director: Alison Simpson
Senior Marketing Manager: Tim Rutherford
Marketing Manager: Terry Hodge
Marketing Manager Mark Thompson
Promotional Development Specialist: Beryl Kostin
john st
Creative Directors: Thom Antonio / Angus Tucker
Group Account Director: Ian Brooks
Account Director: Adam Zolis
Account Manager: David Legendre
|
