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BackAgainst all odds!
Research Papers
Against all odds!
Using unconventional research to establish a life-changing migraine treatment as the leading OTC brand in a saturated market environment
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The challenge of establishing a leading brand in terms of market share and pharmacist recommendation in the OTC segment of pain relievers proves to be the ultimate task for marketing and market research: the coping strategies of sufferers seemed too long-established, the risk evaluation of patients and pharmacists too negative, and the dominance of leading main stream brands in the media and in consumers’ minds too overpowering. The success story of the OTC-migraine therapeutic Formigran in Germany proves that the realisation of this market success needed unconventional research beyond well established standards and traditional ways of thinking.
Author(s): Marcus Neureiter, Dirk Frank
Date of publication: 03.03.2010
ISBN: 92-831-0240-1
Order Code: 54721_08
Number of pages: 21
Themes: Healthcare / Pharmaceutical
Conference collection: Global Healthcare 2010
All papers from Global Healthcare 2010:
- Health 2.0
Social media as the central nervous system for learning about epilepsy - Identifying global targets
An innovative approach to getting it right! - Corporate wellness
Wellbeing in the Indian BPO sector - And they lived happily ever after...
Analysing user generated content on social media to increase the elderly\'s quality-of-life - Meeting business needs by meeting patient and caregiver needs
Using online communities to be an empathetic partner - Legally brown
New approaches to tackle teen’s avoidance of sun protection - Against all odds!
Using unconventional research to establish a life-changing migraine treatment as the leading OTC brand in a saturated market environment - Healthy business
The emergence of the new discipline of business outcomes modeling - A healthy dose of normality
How research with “typical healthy people” can deepen our understanding of diseases - Recognizing hidden factors in healthcare innovation
A high reliability operating room for Mayo Clinic - We learn…patients benefit
Conducting sensitive qualitative research with pulmonology patients in an online environment - Improving cancer prevention and communication
Two case studies from the portfolio of Designmatters
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