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...