Background
Building a brand in an established market with little to no competition is more common, and difficult, that one may think. In the pharmaceutical industry, this situation often manifests itself as competing against generic products – which only means the competition has shifted from branded products to the beliefs and patterns of behavior among prescribers. Converting customers is extremely challenging, and even after reaching high share – single brand markets are attractive to new entrants. Our Client – a mature, established pharmaceutical brand in the cardiovascular space – found themselves in this scenario and needed to develop a training strategy to help their experienced salesforce sell against branded competition for the first time and ultimately, defend their hard-earned legacy.