Healthcare

Case Study: Large Pharmaceutical Company

Situation
The advent of direct-to-consumer pharmaceuticals marketing in the mid-1990s opened new opportunities for this large pharmaceutical company to speak directly with end-users.  The company sought to build a world-class consumer marketing organization, leveraging best practices of recognized “non-pharma” consumer marketing leaders.

Solution
As part of our workplan, we profiled a select number of “non-pharma” marketers to identify consumer marketing best practices.  We then distilled the findings into “keys to success”—focusing on philosophy, role, organizational structure, budgeting, development and measurement.  We then translated the core elements into an actionable set of guidelines, toolkits and templates that fit within the company’s existing culture.

Results
Our organizational guidelines significantly enhanced capabilities related to brand positioning, advertising development, global marketing, relationship marketing, multicultural marketing, event/sports marketing, marketing planning, execution and organizational structure. This company was recognized as the industry leader in direct-to-consumer marketing and was named “Marketer of the Year” by a leading trade journal.

Contact Sean Folan for more information.