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    HBR Case Study

    Uploaded by

    Paul
    Bryant Pharmaceuticals has 2 years remaining on their patent for the arthritis drug Seflex. They want to launch a dynamic marketing campaign with a $1 million budget. They are considering partnering with 1940s movie icon Jeanne Alyson, who is in their target market age group, or product placements on TV shows like Grey's Anatomy. After analyzing opportunities and risks, they decided to combine traditional advertising with initiatives to incentivize doctors to promote Seflex. Their objectives are to increase sales, position Seflex as the top arthritis medicine, and position Bryant as compassionate healthcare professionals. Their marketing strategy involves partnering with doctors, sponsoring sports activities, partnering with HomeInstead Senior Care, and

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    HBR Case Study

    Uploaded by

    Paul
    176 views25 pages
    Bryant Pharmaceuticals has 2 years remaining on their patent for the arthritis drug Seflex. They want to launch a dynamic marketing campaign with a $1 million budget. They are considering partnering with 1940s movie icon Jeanne Alyson, who is in their target market age group, or product placements on TV shows like Grey's Anatomy. After analyzing opportunities and risks, they decided to combine traditional advertising with initiatives to incentivize doctors to promote Seflex. Their objectives are to increase sales, position Seflex as the top arthritis medicine, and position Bryant as compassionate healthcare professionals. Their marketing strategy involves partnering with doctors, sponsoring sports activities, partnering with HomeInstead Senior Care, and

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    Bryant Pharmaceuticals has 2 years remaining on their patent for the arthritis drug Seflex. They want to launch a dynamic marketing campaign with a $1 million budget. They are considering partnering with 1940s movie icon Jeanne Alyson, who is in their target market age group, or product placements on TV shows like Grey's Anatomy. After analyzing opportunities and risks, they decided to combine traditional advertising with initiatives to incentivize doctors to promote Seflex. Their objectives are to increase sales, position Seflex as the top arthritis medicine, and position Bryant as compassionate healthcare professionals. Their marketing strategy involves partnering with doctors, sponsoring sports activities, partnering with HomeInstead Senior Care, and

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    176 views25 pages

    HBR Case Study

    Uploaded by

    Paul
    Bryant Pharmaceuticals has 2 years remaining on their patent for the arthritis drug Seflex. They want to launch a dynamic marketing campaign with a $1 million budget. They are considering partnering with 1940s movie icon Jeanne Alyson, who is in their target market age group, or product placements on TV shows like Grey's Anatomy. After analyzing opportunities and risks, they decided to combine traditional advertising with initiatives to incentivize doctors to promote Seflex. Their objectives are to increase sales, position Seflex as the top arthritis medicine, and position Bryant as compassionate healthcare professionals. Their marketing strategy involves partnering with doctors, sponsoring sports activities, partnering with HomeInstead Senior Care, and

    Copyright:

    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    of 25

    HBR Case

    Study
    Team A.

    And now,
    a Word From
    Our Sponsor
    Bryant
    Pharmaceuticals
    has 2 years remaining
    on their patent for
    flagship arthritis drug,
    Seflex
    Laura, K
    VP of marketing
    wants a dynamic
    marketing campaign
    Jeanne Alyson
    1940s movie icon,
    who is in the same age
    group as the target
    market
    $1 million
    SWOT Analysis
    Strength Weaknesses
    • Celebrity  endorsement  for  brands  has  worked • Limited  reach
    • Jeanne  is  credible  spokesperson   and  user  of   • Difficult  to  measure  in  terms  of  ROI
    Seflex • Consumer  responses  vary  by  gender  and  age
    • Favorite  with  Target  Audience • No  element  of  surprise  using  Jeanne  
    • Lack  of  originality
    Opportunities Threats
    • Messages  perceived  as  credible • Legal  &  ethical  issues:  FTC
    • Less  likely  to  be  ignored,  attention-­‐grabbing • PR  issues:  
    • Relatability can  be  enhanced • Can’t  control  content
    • Opportunities  for  new  partnerships • Threat  of  endorser  diluting  association  with  Seflex
    Scenario / 1
    Opportunities
    • Opportunities
    • Reaching  a  wider  audience  
    • Brand  Awareness  

    Traditional • Increasing  our  sales

    Media Risks
    • Aggressiveness  
    • Market  saturation
    • Reaching  our  target  audience
    • Emotional  connection  
    • Costs
    Scenario / 2
    Opportunities
    • Primetime  showing  
    • Audiences  are  more  perceptive

    Grey’s Anatomy
    • Less  chance  of  skipping  the  ad  

    Product Placement via


    Threats
    the TV series
    • Costs
    • Oversaturation
    • Reaching  our  target  audience
    • ROI  measurement  
    Opportunities
    • Primetime  showing  
    • Audiences  are  more  perceptive
    • Less  chance  of  skipping  the  ad  

    Risks
    • Costs
    • Oversaturation
    • Reaching  our  target  audience
    • ROI  measurement
    Scenario / 3
    Opportunities
    • Primetime  showing  
    • Audiences  are  more  perceptive

    Seflex
    • Less  chance  of  skipping  the  ad  

    Foundation
    Threats
    • Costs
    • Oversaturation
    • Reaching  our  target  audience
    • ROI  measurement  
    We  decided  to  combine  
    Rationale traditional  advertising  that  
    would  reach  the  target  
    market  but  ALSO  come  up  
    with  initiatives  to  incentivize  
    doctors  to  promote  Seflex.  
    • Increase  sales
    Objectives • Position  Seflex as  the  top  of  
    mind  arthritis  medicine
    • Create  experiential  activities  
    • Position  Bryant  and  Seflex as  
    compassionate  healthcare  
    professionals
    Target
    Audience
    Primary Secondary Secondary
    Doctors  and   End-­‐Users Stakeholders
    healthcare  
    professionals
    Opportunities
    Involve doctors
    • Primetime  showing  

    in marketing
    •
    •
    Audiences  are  more  perceptive
    Less  chance  of  skipping  the  ad  

    • Users  turn  to  their  trusted  doctors  for  advice  and  


    confirmation.
    Threats
    • The  Seflex Foundation   will  set  up  a  research  and  
    development  
    • Costs grant  for  doctors.
    • Doctors  will  
    • Oversaturationcreate  case  studies  and  present  their  
    research  findings  
    • Reaching   our  at  
    the  Arthritis  
    target   audience Conference.
    • Promotes  
    • ROI  m altruistic  
    easurement   sentiment  through   aiding  
    research  for  a  better  drug.
    Sponsorship
    Opportunitiesof
    sports activities
    • Primetime  showing  
    • Audiences  are  more  perceptive
    • Less  chance  of  skipping  the  ad  

    • Sponsorship   for  the  Arthritis   Marathon  and  other  


    Threats
    sporting   activities.  
    • Generates  buzz   about  the  disease  and  medication.
    • Costs
    • Proceeds  go  to  research.
    • Oversaturation
    • CSR
    • Reaching  our  target  audience
    • ROI  measurement  
    Partners with
    Opportunities
    HomeInstead
    • Primetime  showing  
    • Audiences  are  more  perceptive
    • Less  chance  of  skipping  the  ad  

    Provide   funding   for  seniors  with  arthritis  who  cannot  


    Threats
    afford  HomeInstead services  
    • CSR  
    • Costs
    • Co-­‐branded  collateral  
    • Oversaturation
    • Trainings  for  caretakers  
    • Reaching  our  target  audience
    • Events   and  workshops
    • ROI  
    measurement  
    Partnership
    Opportunities
    with Medicare
    • Primetime  showing  
    • Audiences  are  more  perceptive
    • Less  chance  of  skipping  the  ad  

    • Exposure  to  hospitals  and  healthcare  providers  


    Threats
    • Part  D  Plan  
    • Discounted   price
    • Costs
    • Oversaturation
    • Reaching  our  target  audience
    • ROI  measurement  
    TIMING
    1. Creation  of  the  foundation   in  the  first  six  months
    2. Research  and  Development   Grants
    3. Plan  and  execute  sponsorship   of  Home  Instead  
    Senior   Care
    4. Execute  activities  and  events  in  partnership   with  
    the  foundation
    5. Execute  Partnership   with  Medicare  throughout   the  
    campaign  period
    Why
    Scenario 3?
    Thank you

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