
Repositioning a Brand to Unlock Multi-Specialty Growth
Challenge
We conducted targeted market research and engaged with key opinion leaders to evaluate the clinical and perceptual links across the expanded indications. Integrating regulatory and market access dynamics, we developed a unified brand positioning strategy designed to appeal across specialties—without diluting the original value narrative.
Solution
Impact
The new positioning drove adoption across multiple therapeutic areas and prescriber segments. The brand went on to become a multi-billion euro blockbuster, with the strategy serving as a key enabler of its expanded market footprint and accelerated growth trajectory.
A major pharmaceutical company sought to reposition an already-launched product with label expansion opportunities in comorbid and additional independent indications. The core challenge: how to evolve the brand to resonate beyond its initial prescriber base and capture broader market potential.