case 4 compressed

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

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Analysis of patient demand of natural derivatives to be done. In a society like India, the preference is more towards the natural products.

2. By the use of Social Group Communication

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Differentiator points to be informed to the users in Social groups. This type of information spreads into the use base pretty fast.

3. Analyse the patient demand from the Doctor

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Its important to ask whether patients are demanding the naturally derived HRT or do they still have the preference towards blockbuster drug X.

4. Promotional material

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Put informative material related to this naturally derived product at the Doctor’s clinic.

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.

Disclaimer: The case study is designed for understanding & learning the various concepts of Pharma Industry functioning. We do not intend to promote or demote any drug or company with these case studies. There may be more & better solutions related to case studies & and users are advised to use their discretion while applying these learnings. If by chance, any connection is found with any of the components of pharma functioning, it may be considered purely incidental & should be reported at for quick remediation.


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