Flomax Case Study

Summary

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.

Contents

• Executive Summary
  • Rationale for Alpha1 Blocker/Flomax Analog
  • Flomax Market Entry
  • Findings: Flomax Market-Entry Insights Are Broad Reaching
  • Flomax Commercialization Timeline
• Market Entry Strategy
  • Market Entry Strategies Cover Basics plus Personalize Condition
• Leading with Science
  • Anchor Brand Positioning in Science, Safety & Unmet Need
  • Build upon The Scientific Edifices That Precede Your Drug
  • Earlier Achievements Can Help Catapult The New Product
  • to Market Leadership
  • Use New Science to Break Old Paradigms
• Product Positioning
  • Position The New Product to Reflect Total Cost Benefits
  • First Approved Alpha Blocker Positioned as Less Risky
  • Differentiate through Improved Mechanism of Action
  • Develop Compelling Brand Promise around New Benefit
  • Extend Sales & Marketing Reach & Expertise with Partnerships
• Disease Awareness
  • Leverage Market Research to Motivate Untreated Patients
  • Early Successive Generation Must Hit A Higher Standard
  • Use Multiple Communication Channels to Prepare Medical Market
  • Let Kols Lead The Way to A New Paradigm
  • Expand & Vary Key Messages to Physicians over Time
  • Segment Physician Message to Drive Brand Momentum
  • Expedite Change by Providing Useful Diagnostic Tools
  • Use Professional Guidelines to Elevate Drug's Role in Treatment
• Patient Communications
  • Motivate Men to Seek ""one Week"" Improvement in Quality of Life
  • Target Patient's Family to Accelerate Treatment Pathway
  • Websites Are An Essential Tool in Patient & Family Education
  • Provide Communication Tools to Facilitate Patient Conversations
• Overall Market Outreach
  • Use Dtc to Build Awareness, Complement Professional Campaign
  • A Celebrity Spokesperson Can Help Personalize & Educate
  • Support Advocacy Groups to Expand Disease Awareness
  • UK Launch Spotlight
• Performance Results
  • Alpha Blocker Revenue for Bph Treatment, 1998-2006
  • Total Sales of Branded Alpha Blockers for Bph, 1998-2006
• Potential Market Entry Strategies for New Products
• Appendix
  • Flomax Profile
  • Competitive Landscape at Market Entry
  • Key Definitions
• about Best Practices, Llc