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Arthroderm Duo™ Strategy and Implementation Summary


Concept Testing/Marketing Evaluation:


Early Stage

Pre-launch
 

Exploratory
Market opportunity
Opinion leader research
Trends
Exploring unmet needs
Concept testing
Market moderating
Competitive
Intelligence (ongoing)
Input into clinical trials (design/output)

Mid-stage

Pre-launch
 

Monitoring performance of competition
Market segmentation
Positioning development
Formulation evaluation
Identifying key customers
Pricing research
Company and brand image
Brand mapping
Brand name testing

Pre-launch
 
 

Branding/marketing strategy
Positioning support
Communications development
Profile acceptance
Pricing sensitivity
Customer segmentation
Customer need
Refining forecasts

Early Growth

 
 

Post-launch

Evaluating new opportunities
Advertising research
Campaign effectiveness
Key message refinement
Monitoring brand awareness
Tracking customer perception

 
Facts
providenceAccording to the Prescription Pricing Authority, in 2005, £341 million was spent on anti-inflammatory drugs in the UK.
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