Client 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
CHM identified a regional strategy with minority populations as the core. A revised multicultural strategy together with authentic, credible community engagement with grassroots advocacy, in-language resonant patient education materials and media drove dramatic increase in brand awareness with target patients.
Client experienced doubled market share in the first year after pivoting to the new multicultural strategy.
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