The firm was well-known by
many health care professionals, but not by the
physicians who would be crucial to the new drug’s
marketplace success.
CHALLENGE:
Ensure rapid acceptance of
the drug firm by these new target audience segments,
and encourage immediate product trial for patients
who had poor results from older, traditional antidepressant
drugs.
ACTION:
Wrote major segments of the
Marketing Plan; Developed a pre-marketing awareness
campaign (“New Light From A Trusted Source”)
that generated widespread interest and anticipation
among neurologists and psychiatrists throughout
the US.
RESULT:
Enormous acceptance of the
company and of the new drug immediately after
FDA approval, making it the most widely prescribed
new product in its therapeutic class within six
months of launch.
