The Situation

Challenge

• A product franchise opportunity: one product launched and in phase IV, one product in phase II
• Maximize the existing product; prepare the marketplace for the second entry through publication planning and execution
• Establish and reinforce a copositioning platform through publications
• Maximize brand performance by creating rationale-for-use for both products through publications
• A pre-existing publication plan
• A global publication plan to accommodate both products


Imedic response

• Maximize existing publications, conduct data-mining
• Identify aspects of the scientific platform which accommodate copositioning
• Create rationale-for-use for second product through publications
• Disseminate compelling clinical data to differentiate both products in a manner that is consistent with copositioning platform

The Partnership

Results

• An ongoing 4+-year client relationship
• A global publication plan to support both products
• First product considered as first-line, first-choice treatment for overactive bladder
• Scientific platform for second product consistent with copositioning

Tactics

• Competitive intelligence reporting for proactive communication management
• Electronic abstract bibliographies
• Advisory board summaries
• An effective bibliography including
    • 59 manuscripts
    • 182 abstracts
    • 58 posters
    • 21 presentations
    • 2 supplements