Problem Statement: Brand “C” is a global brand competing in the major depressive disorder (MDD) category which has many competitors and is dominated by generics. The brand is currently being used in later lines and attempting to compete on brand attributes alone with no clear patient type. The team is preparing to start their annual brand plan development and desires to take more of an insights-based approach to their strategy.

Goal Statement: Identify a core insight(s) that can be leveraged and a patient type to inform the future strategic direction of the brand.

MSP Approach and Deliverables:

1) Conducted a synthesis analysis from all relevant previous and currently ongoing market research to arrive at an insight to guide the segmentation output as well as the buying process.

2) Organized the data, themes, and insights along with the segmentation output into a draft buying process as a platform for the strategic roll out.

3) Co-facilitated affiliate meeting to roll-out the strategy to key markets.

Results: Final incorporation into the following elements of Brand “C’s” global strategic plan: buying process, leverage points, target patient and HCP segments, and insights summary. The revised strategy is now in its second year of implementation and is exceeding growth expectations.