Case Study: Novartis

Mandate

  • Assess the business opportunity of Voltaren RX to OTC switch

Action  

  • Conducted a full SWOT review of the pain category

  • Developed and led an in-depth HCP and consumer research plan (qualitative consumers and professional,         segmentation, product claims research, concept positioning, BASES) to understand professional heritage, key   category and consumer drivers to determine brand unique selling proposition (USP)

  • Led the local and global multi-level cross functional implementation team

  • Developed launch recommendation plan, including tactical plan for Year 1, based on insights unveiled in research

Results

  • Product sales exceeded BASES forecast

  • Reached #1 pharmacist recommendation status by year 1

  • Reached #1 position in the category with an integrated marketing plan

Sector: Consumer Health