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A great example of how attention to the fundamentals of market assessment, positioning and brand integrity can make a difference on the bottom line.

Objective
Reverse falling market share.

Elements
• Professional print ad
• Gastroenterologists’ sales aid
• Primary care sales aid
• Direct mail program
• Competitive targeting sales aid
• Premiums

Big Idea
Irritable bowel syndrome (IBS) is a difficult, subjective diagnosis. However, physicians continually see young, active adults who complain about specific symptoms such as cramping, pain and bloating. With orally-dissolving NuLev, we give them a fast, easy way to address symptoms “wherever they occur, whenever patients need relief” so patients can maintain their active lifestyles.

Results
After sliding for more than two years, NuLev NRx and TRx turned around within three months of the program roll-out. In fact, NDC data show that the entire hyoscyamine market grew substantially during the promotion period.

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84 State Street, Suite 660 | Boston, MA 02109 | (617) 482-8228