Patient type & Medication:
Patient Age – Post Menopausal Women
Medication – Hormone Replacement Therapy (HRT)
Prescribed dosage – Once a Week
Earlier Blockbuster Drug X: Efficacy is 95% & safety profile is also good but made via a process which uses Goat urine.
Newly launched Drug Y: Clinical trials data show efficacy of 94% & safety equivalent to drug X but it is made through a process using natural vegetables & not urine of any animal.
Problem statement: How to position & Sell newly launched HRT drug against number one blockbuster molecule by using patient perspective & demand.
Thought Process: A marketeer should not only keep an eye over attributes of own drugs but should also analyse the competitor molecule & social perceptions. Here the patient preferences depend upon a lot of factors & an inclination toward natural products is always more & preferred. Since, the efficacy & safety of both Drugs X & Y are similar but patient preference of using natural product can be harnessed here by positioning it a nature derived product.
Here are few Options that can be used. You can also mention statements or any practical scenario that can be useful for this case in comment section.
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1. Analyzing the patient demand
2. By the use of Social Group Communication
3. Analyse the patient demand from the Doctor
4. Promotional material
Take away: The blockbuster molecule can be toppled down if the Positive value of a new product can be synchronized with the belief system of Users. Communicating the differentiator points to the users will be the key here.
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