Issue

Growth of a newly launched biotech drug had significantly under-performed company expectations in the retail channel. Our client asked for help improving performance of the brand in the retail market.

Results

ZS helped the client revamp its overall channel strategy, as well as its marketing tactics. Specifically, the company took a new approach to the overall positioning, messaging, education, and coverage for key segments in the retail channel. The result was an almost five-fold increase in growth over the ensuing 12 months.

Approach

ZS conducted comprehensive in-depth interviews with more than four dozen specialists in four cities across the United States and held internal workshops to identify key deficiencies in the marketing approach for each segment. In partnership with the client’s marketing research team and our customer insights experts, we created a new segmentation model to improve coverage of key customers and updated the product messaging.