Case Study: Marketing Plan for New Brand · PDF fileCase Study: Marketing Plan for New Brand...

Case Study: Marketing Plan for New Brand Launch Created integrated marketing plan for launch and rapid growth of new product entry In 6 months, built ellura from initial product launch to a $25K per week ($1.3 million annualized revenue) DTC internet business Built the foundation and core capabilities for SJP to shift from a pharma sales company to a brand and marketing company, selling direct to consumer SJ Pharmaceuticals is a 30 year old family-owned pharma company Core business is marketing and distribution of prescription drug products focused in respiratory, urology and cardiology categories Launching a new over-the-counter nutraceutical product, ellura, as a direct-to-consumer offering BACKGROUND RESULT Historically marketed prescription products to physicians and distributors – minimal expertise in direct-to-consumer marketing Strategic and marketing priorities: - Establish and grow ellura market share in an already saturated market - Secure ellura’s brand presence as the highest quality, clinically proven and most effective product in its category Needed to establish website as sole channel for product purchase CHALLENGES Conducted market, channel and competitive analysis to determine positioning and target customer needs Created a Marketing Plan that included the following elements: • Core brand messaging, positioning and differentiating benefits • Near-term and longer-term channels • Integrated Marketing activation strategies, tactics and timelines, including trade shows, industry meetings and events, and PR • Physician messaging and education strategy to activate referrals to the DTC web channel Led initial plan activation, including development of marketing collateral APPROACH ®

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Transcript of Case Study: Marketing Plan for New Brand · PDF fileCase Study: Marketing Plan for New Brand...

Case Study: Marketing Plan for New Brand Launch

Created integrated marketing plan for

launch and rapid growth of new product entry

In 6 months, built ellura from initial

product launch to a $25K per week ($1.3

million annualized revenue) DTC internet

business

Built the foundation and core capabilities

for SJP to shift from a pharma sales

company to a brand and marketing

company, selling direct to consumer

SJ Pharmaceuticals is a 30 year old family-owned pharma company Core business is marketing and distribution of prescription drug products focused in respiratory, urology and cardiology categories Launching a new over-the-counter nutraceutical product, ellura, as a direct-to-consumer offering

BACKGROUND

RESULT

Historically marketed prescription products to physicians and distributors – minimal expertise in direct-to-consumer marketing Strategic and marketing priorities: - Establish and grow ellura market share in an already saturated market - Secure ellura’s brand presence as the highest quality, clinically proven and most effective product in its category Needed to establish website as sole channel for product purchase

CHALLENGES

Conducted market, channel and competitive analysis to determine positioning and target customer needs Created a Marketing Plan that included the following elements: • Core brand messaging, positioning and differentiating benefits • Near-term and longer-term channels • Integrated Marketing activation strategies, tactics and timelines,

including trade shows, industry meetings and events, and PR •  Physician messaging and education strategy to activate referrals to the

DTC web channel Led initial plan activation, including development of marketing collateral

APPROACH

Angie Chesin