When entering a new category based around a particular disease state, the actions of pharma marketers prior to launch are usually critical to a fledgling brand’s success.
Unbranded, pre-launch disease-awareness and education campaigns have long been the preferred, compliant choice for warming up the market in advance of the arrival of a company’s new branded therapy.
In the current highly competitive and crowded landscape, however, “Unless you are a market leader, an unbranded disease awareness campaign will probably not get you a fair return on that effort,” according to Paul Murasko, senior director/multichannel marketing at Sunovion Pharmaceuticals.