How to Defend Against a Challenge from a Challenger Brand.
Leading the Way
Phoslo was developed by a physician whose children had renal disease. The product was a phosphate binder that avoided aluminum toxicity in renal patients. But as Phoslo came dominate the market, a challenger brand emerged, Genzyme, which was flooding the marketplace with faulty data relating Phoslo to coronary calcification.
New Leadership. New Vision.
Just as the Genzyme onslaught was starting, Phoslo was acquired by Fresenius Medical Care, the world’s large renal care company. Immediately, Fresenius engaged Signature to rebrand the product. But then there were even bigger challenges.
Attack Mode.
Fresenius and Signature did not take this challenge from Genzyme lightly. Signature began by conducting research and discovered a very critical insight: many patients were not taking Phoslo per the indications by their physician. Now, through insightful due diligence, Signature had two significant arrows in its quiver – communicating proper usage of the product and attacking the false claims about coronary calcification.
The Truth Hurts.
Signature then went on the warpath – developing myriads of marketing communications materials citing studies that refuted Genzyme’s false claims as well as addressing the improper usage issues.
The Ground Game.
Signature then took the battle out to the field, producing materials for physicians, dieticians and social workers which emphasized the proper usage of the product. These important gatekeepers then disseminated this information to the patient population.
Driving the Message Home.
No problem is so big that it lacks a solution. In this case, patients were not using Phoslo correctly. So what better way to address it with a pill counter which made the usage protocol crystal clear.
Back on Top.
Through the aggressive marketing programs instituted by Fresenius and Signature, the rebranding of Phoslo propelled it back into its rightful leadership position.
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