A specialist brand struggling in the face of an increasingly crowded market and an inaccurate customer perception of the brand versus its competition – a significant challenge to overcome.
Uptake Strategies was commissioned to work with the cross-functional brand team to create an ownable story, to shift the perception among the customers and turn around the brand performance.
A series of insight-based, strategic planning working sessions with the full cross-functional team to elicit valuable and informed learnings.
Deep dive on the exploration of established drivers of prescription and customer perception of the brand versus competitor products for these drivers.
Defining the key programmes and critical measurement to drive change for the brand, customers and patients.
Full endorsement of the new strategy and tactical plan by the brand’s customer facing team, an increased advocacy score of 44% among target customers, a strengthening of the differentiated and more accurate perception of the brand versus main competitors, and significant increase in sales of 26%.
The team were even able to influence global strategy with the change in strategy and consequent results!
Uptake Strategies enabled this well-known pharmaceutical brand to:
drive ‘patients treated and sales uptake’
encourage customer facing team ‘engagement uptake’ of new strategy
increase the ‘advocacy uptake’
influence ‘global team uptake’