The Problem

The brand team was launching a drug in a crowded space with an existing dominant market leader and was struggling to identify a winning strategy. A general market strategy would not be competitive in this disease state.

The Solution

CHM identified a regional strategy with minority populations as the core. A revised multicultural strategy coupled with authentic, credible community engagement that included grassroots advocacy, resonant in-language patient education materials,  and media coverage drove dramatic increase in brand awareness with target patients.

The Results

The client doubled market share in the first year after pivoting to the new multicultural strategy.