Rapid impact: Creating a market leader in a year through machine-learning, ethnography and psychology

Papilocare, a brand of HPV prevention cream, became the market leader in Italy in just one year thanks to a strategy which was underpinned by hidden and differentiating insights.

Introduction

Most new products that are launched fail. Those that are successful, often build their market share over many years. We will tell the true story of a new product that became the market leader with 18% market share in just one year, becaus

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