LIPEX (Simvastatin, MSD)

LIPEX Launch to New Zealand Market

Agency: Insight Consultants


Introduction

We needed to launch a new brand of simvastatin for the treatment of high cholesterol into the New Zealand pharmaceutical market within an 8 week time frame, replacing a product established in the market for over 12 years.

This was a significant marketing challenge, as it necessitated starting the phase out a medicine taken by over 35,000 patients in New Zealand, and switching them to a new brand.

Because of changes of funding, we wanted to achieve our goal quickly and we needed to do it with a minimum amount of disruption for those patients already on simvastatin medication, and the physicians and pharmacists managing their care.

Marketing Challenge

Launch a new brand of simvastatin for the treatment of high cholesterol, into the New Zealand market within an 8-week time frame, and form a foundation to generate a large increase in volume sales offsetting a unit price reduction from 1st April 2002.