CASE STUDY

Motivating the Right Consumers to Buy In a Crowded Marketplace

 

Situation: In 2000, the anti-hypertensive drug category was in a state of rapid growth with revenues totaling $34 billion worldwide. One anti-hypertensive brand wanted to reposition itself to “own” the cardio-protective benefits in the ARB high-blood pressure drug segment.

Core Strategy Group’s Approach: The brand was at a critical point in its development and patent-protected life cycle. While the drug had many benefits that could be effectively leveraged with patients and physicians, it did not know which ones would motivate consumers to buy. To determine this, we conducted a demand-based segmentation of patients and physicians to provide the necessary quantitative foundation to develop a compelling brand positioning and architecture. Nearly 5,000 hypertensive patents, covering over 70% of the $14 billion U.S. market for anti-hypertension medications, were surveyed. Our analysis of the survey data clearly revealed four highly actionable patient segments. We then determined the relative value of each of these segments to the overall category by analyzing medication, dosage, and frequency information provided by the survey data. A comprehensive brand positioning was then created and customized information was gathered to create unique communication and marketing strategies (aligned with the overall brand) for each target segment. Through our demand-based segmentation training model, the client was able to build a compelling brand architecture—focusing on the benefits that were motivating and meaningful to their highest opportunity segments.

Results: With a newly refocused value proposition, the brand was able to craft actionable strategies to best target their highest opportunity consumers effectively and drive growth.

The Core Strategy Group Difference: The problem that most companies face is that while markets have changed fundamentally, the practice of marketing has barely changed at all. Core Strategy Group combines traditional business focused marketing discipline with the aggressiveness and drive of an insurgent strategic model. It is a model built for clarity, speed and impact. This is the new model for companies who are serious about improving their market performance, revenues, share and return on marketing investment. It provides the most effective way for any organization to compete—and win.