Classic Patent Challenge Faced by A Consumer Health Product Company

Challenge
Our client is a multinational consumer health company with a portfolio of over 200 ethical pharmaceutical and consumer health products, among which some are flapship products reaching maturity in product life cycle and patent expiry. Generic challenges has eaten into the established market.

Solutions
Our consultant met the senior management team and discussed the business challenges arising from patent expiry and current marketing practice. The products are traditionally marketed in ethical channels with little promotion for direct to patient marketing direction. Our expert in the field suggested meeting the challenges with "People Solution" and recruitment of seasoned marketers  from consumer goods background along with innovative  marketing initiatives. A team of talents were hired to develop a new consumer orientated marketing function. Extensive market researches were done with data being translated into consumer insight and buyer behaviors. This was followed by intense consumer marketing campaigns such as TV Commercials, Printed Adverts, Bundle Promotion, In-Door Promotion and PR Activities.

Results
Significantly improved consumer awareness of the company's portfolio and direct buyers from traditional ethical channel to retail outlets. Their products later became among the top 3 in their respective categories.