HRT product launch

The Challenge

  • Develop the brand proposition for an HRT product, including its key essence, creative concepts, branding and key communication messaging
  • Launch in the sensitive HRT market via a singular promotional channel-
  • Drive prescribing and achieved sales forecast
HRT product launch

The Solution

  • Market research undertaken to test prescriptions on whether clinicians would be receptive to Rx, a new low dose HRT
  • A multi-element website was built to include an eDetail, interactive case studies, clinical summaries etc
  • Usability testing to ensure format reflected clinician preference and behaviour in the digital channel
  • Promotional strategy was fully optimised based on continual evaluation of engagement levels

Using in this innovative way has resulted in double the industry average customer engagement, $4.1 MM affiliate margin over the 3 year period

Global Commercial Director, Established Products